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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
Jul052016

Thomas J. Madden: Founder & CEO, TransMedia Group

My NativeAdVice:

Bio:

To tell Tom Madden to stop spinning and inventing is like telling the Federal Government to stop spending. He is the quintessential “Spin Man,” the title of his engaging memoir recounting his rise from a harrowing career as a newspaper reporter for The Philadelphia Inquirer to the pinnacle of the PR world. One of his latest inventions, The Knife and Forklift™, is making the media rounds and gobbling up air time almost as fast as his drag racer client Alexis Dejoria drives her Alcohol Funny Car.

How did you get into the industry?

I was punched into it. Literally!  I was a reporter for The Philadelphia Inquirer covering a black protest rally on angry night.  I was the only white guy in a room where tempers we flaring, speakers were incensing the crowd and someone came up to me and coldcocked me like I was protester at a Trump rally. The punch broke two my teeth and put me on the ground.  That’s it,” I told my wife when I got home that night. “We’re changing careers.” Eventually I landed a job in PR.

Any emerging industry trends?

The trend I see is worrisome. We’re not communicating effectively. Young people are tweeting nonsensical, spur of the moment, off the cuff messages that masquerade as intelligent or insightful thought. What’s happening to writing, to expressing an idea? We’re all too hooked up on the medium instead of the message. We’re too quick on the draw. And I see ideas getting shot down. The good ones along with the bad.

Any industry opportunities or challenges? 

If practiced right, public relations can save the soul of our society from falling into the abyss of clutter, into the cacophony of political propaganda, righteous rhetoric and political correctness that’s confusing the hell out of people. Good PR presents ideas clearly and responsibly, factually and effectively.  It helps people make good impressions and sound decisions. It builds a reputation that’s deserved and helps a brand stand for something noteworthy, that means something and stays true to something longer than a commercial.

Inspiration for TransMedia Group, and your vision for it? 

The thing that attracted me to PR was crisis. I found I had a talent for helping clients steer and navigate through rough waters. They call it crisis management. I call it fighting off an unfair attack, rising to the occasion and I’ve helped some of the largest corporations in America to vanquish enemies and in the process regain respect and customer confidence. Something the process requires is media training, teaching executives how to come off the floor as I did one day in Philadelphia and tell it like it is or how it’s going to be from this time forward.

What's next for TransMedia Group in the near future? 

I believe we’re going to see more strategic partnerships among PR firms, ad agencies and digital marketing. Our firm has just established Lois TransMedia in New York City by teaming up with advertising icon George Lois, who heads the creative wing of TransMedia Group and extends our communications capabilities enormously. George is a legendary adman who created brands like Tommy Hilfiger, Lean Cuisine and I Want My MTV. We are working together right now on Fashion Week Brooklyn, which we’re going to make the biggest fashion event of the year.  

Your key initiatives for the success of TransMedia Group? 

I’m a believer in globalism.  Today PR firms must be multi-lingual and able to serve clients worldwide, which is where we see the growth.  Based in Florida, the key languages are English, Spanish and Portuguese, but we also have staff who speak Russian, German, Italian and Hebrew. Two years ago, I traveled to Moscow and brought back business and we have served many international clients from Israel to Latin America. Ole!

Your most difficult moment at TransMedia Group? (and what did you learn?) 

Two years ago, we lost a key executive. Glen was president of our firm. Both clients and media liked and respected him. He was resourceful. Productive. Then after 14 years with our firm, he walked into my office and said he was leaving. It felt like a punch in my gut. With Glen gone, I knew we’d lose some big clients and later I found out he took one of them with him. This hurt for a while, but I never said anything, despite the non-compete agreement he had signed. Today these non-competes are under attack and probably rightfully so. Employers get to comfortable with them. So then I began to think of all great work Glen had done for us over the years, the revenues he generated and the accounts he had brought in and served well.  My initial dismay turned to gratitude. I felt better. I promoted my daughter Adrienne to President and she has turned out to be many times more productive then Glen ever was, so these setbacks are really steps forward. They are the creative crossroads when change requires us to be more creative and resourceful ourselves, to pause and reflect and then excel with even greater force. So today I say thank you Glen. And good luck. 

Ideal experience for a customer/client? 

The ultimate benefit from our service is our client’s bottom line.  If our PR services don’t positively affect that bottom line, we’re not earning our fee and we’re skating on thin ice. Sure publicity is impressive and ego stroking, but is it driving sales?  That’s the ultimate barometer, my friend.

How do you motivate others? 

Want to motivate others, let them see you motivated. Motivate by example. 

Career advice to those in your industry? 

Over the years I’ve found that being creative yourself makes others creative.  Often I volunteer to write a news release and work hard to craft it, to make it effective and engaging as possible.  I do this not just for the client.  In fact, to me the real source of pleasure comes from my own staff whose admiration and approval I cherish more than even from our clients, for they are the ones I want to inspire, they are the ones who’ll come after me and carry our flag.  

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