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

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

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

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


Pablo Olay: VP, PadillaCRT

My NativeAdVice:


Pablo Olay is VP at PadillaCRT. Pablo Olay has over 20 years of experience building brands and launching new products. Over the years he has garnered much experience orchestrating multi-channel marketing campaigns including: media and public relations, online, social media, television, radio, direct mail, database management, print, point of sale and guerilla marketing. As a Senior Leader of the Food, Beverage and Nutrition division at Padilla CRT, Pablo's primary role is to help clients strategically position their products and increase consumers and trade awareness. He leads the Rioja Wine US campaign. This multi-million dollar campaign objective is to brand Spain's Rioja wines as one of the top wine regions in the world.  In 2012, Vibrant Rioja won several industry awards including: Silver Anvil Award for Excellence in Integrated communications-Consumer products, PR Digital Awards for Most Engaged Online Community and Bulldog Reporter for Best use of Digital/Social. In addition, in an independent consumer and trade study conducted by Wine Opinions, the campaign was recognized as the best wine region campaign in the USA with a 73% awareness rate.   

Before joining CRT/Tanaka, Pablo was Chief Marketing Officer for Progressive Book Club. He directed the company’s business development, PR, branding strategies, as well as consumer acquisition. At the time, Progressive, an online startup, was noted as the next generation of book clubs by Advertising Age. Prior to Progressive, Pablo held several Senior Management positions at Bertelsmann Direct North America, the direct to consumer giant and owner of household names such as: BMG music, Columbia House, and Bookspan.  During his tenure, Pablo spearheaded the management and growth of several entertainment businesses with over $600 million in revenue. 

Pablo holds a BBA in Marketing from Marymount University in Arlington Virginia and an MBA in Strategic Management from Fordham University in New York. He lives in Westchester County, NY with his wife and two daughters.

1) Define success.

At work success to me means a positive measurable outcome after working passionately hard at something. Personally success is being healthy in mind, body and attitude. Staying true to who I am, nurturing and growing my relationships with my wife, kids, family and friends, really living and loving life.

2) Why Rioja?

Rioja is one of the top 5 wine regions in the world. The region is rich in history, has beautiful landscapes and is a true wonderland. People have been making wines there for centuries, and the wines are amazing! Amazing! I can honestly say I've never had a bad Rioja and people are always amazed at the price point. Riojas are a superb value. Being able to represent the region is a great honor for my agency and myself.

3) What marketing and PR initiatives have you implemented for “Rioja, Always Vibrant” to become an award winning campaign?

We have a seamless integrated marketing strategy across three main areas: public relations, advertising/social media and point of sale. Each area feeds and supports each other. Most importantly, we have a talented and energetic team to keep it moving forward. I would say our team is 99% of the reason for our success. 

4) What is a great night out for you?

A night filled with laughs, and good company, a wonderful meal and of course great wine, preferably a Rioja gran reserva!

5) Your favorite travel destination and why?

I love to travel. Some destinations I love include: Papua New Guinea, Thailand, Sri-Lanka and Trinidad. But back in Asturias, Spain where I'm from, there is a little fishing village called Luarca where my family and tons of my friends have summered since I was born.  It's unique in the bonds that I have with so many people there, and that's why I keep going back. I love the sea, spear fishing,  and the beaches are beautiful. It’s a great place to just hang out. I could go on and on but I'll stop.

6) Who is your mentor and what do you love about PadillaCRT?

I have being very lucky to work with some very special people during my career. One of my mentors is my dear friend Patrice Tanaka. Her expertise is laser sharp, and she is so great at reaching out to our most junior staff and making them feel included.  As a result, the passion and supportive culture at our agency makes it by far the best place I have ever worked.

7) What literature is on your desk right now?

I am reading Ken Follett's: Winter of the World which is the sequel to The Pillars of the Earth, and Simon Sinek's: Start with Why.