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NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?


Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur

 

Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of LittleThings.com

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of Edmunds.com

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of Reputation.com

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad

Thursday
Mar102016

Raymond Crosby: President & CEO, Crosby Marketing Communications

My NativeAdVice:

Bio:

Raymond is the guiding force behind Crosby’s mission to Inspire Actions That Matter™, which helps clients make a positive impact for individuals, families, communities and society. For more than 30 years, his creative thinking has helped leading national nonprofits, healthcare organizations, federal agencies, and consumer brands measurably improve their reputation and marketplace impact.

His firm’s emphasis on a strong culture of collaboration and creative excellence has resulted in client and staff tenure that far exceed industry averages. Crosby now ranks #34 on O’Dwyer’s list of largest independent firms and #9 for healthcare, and is a Top 15 provider on the GSA AIMS schedule. Raymond currently serves on the Council of Governors for the Mid-Atlantic region of the American Association of Advertising Agencies (4As). 

How did you get into the PR industry?

I studied Radio, TV & Film at the University of North Carolina and my first job out of college was doing sales and marketing at a radio station.  After calling on a lot of ad agencies and PR firms, I quickly realized I wanted to be on the idea side of the business instead of the sales side.  At the time, my father Ralph had several business enterprises, one of which was a small PR firm.  He asked me if I wanted to join him and grow something together, and I became the company’s fourth employee.  It turned out to be a great move for both of us.

Tell us about Crosby Marketing. What inspired the idea and what is your vision for the company?

Crosby has grown from that little local shop to become one of the country’s leading integrated marketing firms.  We are now ranked as the #34 largest independent PR firm by O’Dwyer’s magazine.  Our entire focus is to help clients “Inspire Actions That Matter” – actions that improve people’s lives.  We have three practice areas: Healthcare, Nonprofits & Causes, and Federal Government.  Our vision is to help clients inspire behavior change and positive action regarding some of today’s most pressing issues from health care and education to the environment and a host of other important causes.

What strategic partnerships/marketing strategies have you implemented that have contributed to Crosby Marketing’s success?

We have strategic relationships with large media companies such as Google and Facebook to small, highly specialized firms that add value to our team in areas such as market research, analytics, multicultural outreach and PSA campaign distribution.  As far as our own marketing, we have a very clear positioning and outreach program that is laser focused on engaging the prospective clients relevant to our three practice areas.  A lot of Crosby’s growth comes from referrals and endorsements from our clients.

What industry trends are you noticing and how do you capitalize on them?

There are so many trends to respond to – from the explosion of social media, the importance of data mining and analytics, the changing demographics of America, to emerging technologies like ad blockers and virtual reality.  This requires our staff to have more diverse talents than ever.  At the same time, the principles of strong marketing and communications – understanding your audience, being authentic and relevant, engaging people in interesting ways, and delivering on your brand promise – remain tried and true.

Life Motto?

I don’t have a pithy life motto but one of my favorite sayings was posted in my college lacrosse locker room.  It said “Nobody ever drowned in sweat.”  I’m a big believer that passion and hard work are primary keys to success, whether it’s in your personal or professional life.

Your greatest success as CEO of Crosby Marketing?  Most difficult moment-how did you overcome and what did you learn?

My greatest success as CEO of Crosby is building a culture and capabilities that translate to highly satisfied clients and a great staff that is constantly growing and learning.  My most difficult challenge was when we acquired another agency back in 2005.  I learned some painful lessons about integrating two organizations with some people who didn’t share the same vision and core values.  It all worked out in the end, but there were some sleepless nights along the way.

Your advice to an aspiring entrepreneur?

My advice is to find something you love to do, soak up as much knowledge as possible from mentors and reading about your chosen industry, and have an extreme focus on making your product or service unique to a specific customer need or audience.  Also, see success as a journey, not a destination.  There are very few “overnight” successes.

Describe the ideal experience using Crosby Marketing.

The ideal experience using Crosby is all about getting to a clearly defined goal and set of objectives, developing an authentic communications platform based on powerful insights, having an open and collaborative working relationship, and sharing in success.  We are very fortunate to have many client relationships that span more than a decade, which is very rare when most client-agency relationships average a little more than two years.

How do you motivate your employees?

Fortunately, our employees are a self-motivated bunch who want to get better and do better.  Our mission to Inspire Actions That Matter also attracts the type of talent that want a great marketing career but also want to do meaningful work that truly makes a difference.  Beyond that, we offer a lot of professional education opportunities, a generous bonus and profit-sharing program, and are very involved in the community.  Last year, we did more than 1,500 hours of pro bono work and community service projects.

What’s next for Crosby Marketing?

We are poised to grow in size and stature, but it’s equally important to maintain our positive culture and work environment.  If we take care of our clients and our people, success will continue to come.