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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

Tuesday
May272014

Sarah Hofstetter: CEO of 360i

My NativeAdVice:

Bio:

Sarah Hofstetter is CEO of 360i which was named this year's top digital agency by Advertising Age, Adweek, MediaPost and Mashable, in addition to being recognized among the industry's most innovative companies by Fast Company and Creativity. This success builds on four years of distinguished agency recognitions, including being named a “Best Place to Work” by Advertising Age and Crain’s New York Business.

Since joining 360i in 2005, Sarah has created and rapidly evolved the agency’s industry-leading brand strategy, social marketing and emerging media practices, helping brands such as Kraft Foods, Coca-Cola, OREO and others connect with more than 250 million consumers every day. Brands turn to Sarah to help them transform their communications by putting digital and social behaviors at the center of their marketing strategy, creative and overall communications.

How did you get into the advertising industry?

I started in journalism, which gave me a lot of the skills I needed help solve marketer’s business problems. Journalism teaches you how to tell stories succinctly, how to unlock your curiosity, the importance of meeting deadlines, and how to work in a fast-paced environment. When I came to 360i, I saw first-hand the ways digital and social media were challenging marketers to rethink how they were communicating brand stories and ways journalism skills could come into play, which ultimately led to the launch of our influencer marketing and social media practices.  Even now, I find that I use my journalism skills every day.

Which campaigns that you have executed are you most proud of and why?

That’s like asking which of your children is your most favorite.  I’m incredibly proud of all of the work we are doing for brands like Oreo, Coca-Cola, Hanes, HBO, and Oscar Mayer. However, I’m most proud of the work my daughter recently did to raise more than $15,000 for Masbia, the only kosher soup kitchen in the NYC area. She created a video, set up a fundraising site on crowdrise.com and solicited donors to help raise awareness and drive conversions. I didn’t execute the work, but I did oversee it, and it was an amazing effort to work on together.

How does your firm stay successful in this digital era?

It’s easy to get distracted by bright shiny objects with the proliferation of so many startups, new technologies and more, so we put some method behind the madness by defining clear frameworks to determine what solutions are best for client and each scenario. We often look at marketing challenges through a simple lens of understanding the currency – what are brands giving to consumers that will then enable them to give back to the brand, whether that’s preference, advocacy or ultimately purchase? What’s great about our agency is that we are all unified by our culture of insatiable curiosity.  We believe that the more curious we are, the more powerful our ideas will be, which keeps us always focused on what’s next.

What is your opinion on publicly traded advertising companies versus privately owned?

No opinion.

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

It’s amazing that we’re living in an age where people won’t even go to the bathroom without their mobile phones, yet most Fortune 100 companies are still not planning their communications strategies with digital at the center. So while I wouldn’t categorize “digital behavior is pervasive” as a trend because it’s been happening for a while, I’ve got to believe that we’re hitting a point where marketers will actually start to change how they’re planning, activating and optimizing their communications with their customers.

Who is your greatest influence in becoming a successful CEO?

My predecessor, Bryan Wiener. As CEO of 360i for 10 years, he built this agency for the modern era by navigating where there are no roads. I have large shoes to fill.

What is your life motto?

Hope is a terrible strategy. Just make it happen.

What literature is currently on your desk or Internet browser?

”The Hard Thing about Hard Things” by Ben Horowitz. Great recommendation from my mentor Bryan Wiener.

What's next for your firm?

Our motto is “always on, always evolving.” The only thing that is certain for marketers is change, and digital is driving that change faster than ever before.

We are making a conscious investment in our culture and the future of our business by giving our teams the flexibility and support to advance their ideas about where they think consumer behavior is headed.  We don’t have a crystal ball, but our job is to help clients stay ahead of consumer behavior change by ensuring digital isn’t just a component of the marketing plan, but a real mindset.

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Previously, Sarah served as President of 360i and Senior Vice President of Brand Strategy & Emerging Media. Prior to joining 360i, she was President and Founder of Kayak Communications, a marketing agency focused on developing brand strategy and communications plans for new media brands. Before starting her own agency, Sarah spent ten years at Net2Phone, one of the world's first providers of VoIP technology. Sarah lives on Long Island with her husband and two children.

http://blog.360i.com/

https://twitter.com/360i

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