Category Archives: Sam DiGennaro

DiGennaro Shares Secrets for Success at SXSW 2016  

South by Southwest Panel Picker is here again, and it’s another opportunity for great insights, learnings, and dynamic industry leaders to come together. We at DGC have submitted two topics for the PanelPicker and if selected, it would be our first time to appear on the SXSW stage. The sessions highlight our unique approach to business and how these ideas have helped us grow since our founding in 2006.

Over the years we’ve learned a lot about attracting and retaining the very best talent in the PR industry, especially how to keep pace with an evolving workforce and offer more flexible work schedules and environments. As such, our first session is “Conducting Business in a Flex World.”  will share best practices on how to retain talent when employees embark on major life events such as marriage, pregnancy, family-care issues or relocation that can potentially make them leave their jobs. Included in the session will be our CEO Sam DiGennaro and our President Howard Schacter, who will share insights on how to create a flexible work environment that allows for flexibility but still encourages growth and maintains your company culture.

Our second session, “Brand Me Please: Personal Branding 101,” looks at how executives can build their brands to align with personal values. DGCers will conduct a live demonstration of a branding session, taking members of the audience and teaching them the basic skills to sell themselves. The “jury” will be comprised of both DGC executives, those from other agencies as well as wardrobe and body language specialists. The winner will get a trip to NYC for a Personal Branding boot camp at DGC headquarters.

We appreciate your votes for these sessions, and your willingness to share thoughts in the comments section. Hope to see you in Austin!

Until Next Year, Cannes

The Cannes Lions International Festival of Creativity is always a frenetic and fun week for DGC and the industry. It’s a unique opportunity to bring together creative minds across the world to celebrate terrific work, focus on challenges, and how to give back to the world.  As we recover from a week of hard work, lack of sleep and amazing views, we wanted to share a few takeaways.

  • Business happens when you least expect it. Always be prepared to talk shop, even when you’re walking from the Carlton to the Palais on the Croisette. You never know who you’ll run into and when the conversation will turn from the quality of the rosé to solving business challenges.
  • Madison Avenue and Hollywood Boulevard are intersecting more now than ever before. Much of the short and long-form content that won Lions was on-par with short films and documentaries typically generated by Hollywood studios.  Branding took a backseat to storytelling – with compelling content and incredible visuals. If you didn’t know you were at the Cannes Lions, you could easily have thought you were at the Cannes Film Festival.  [insert this link]
  • Be Clear. Be Honest. Words taken from the session of healthy-cooking advocate Jamie Oliver rang true throughout the week.  Consumers are now more than ever attracted to brand messages that are sincere and honest.
  • Know your audience. It was clear throughout the week which speakers knew their audiences and which were speaking to serve their own agendas.  Facebook executive Chris Cox gave an excellent presentation that spoke to the larger issues of cultural sensitivities in communications.  In one of his many examples, Cox gave advice about brand messages in India–don’t use the word “password,” he said, because while that word is such a part of the day-to-day lives of Westerners, it is entirely meaningless even to English-speaking Indians.  Knowing your audience and what they need from your brand has become increasingly crucial to gaining consumer receptivity.
  • Strike the right balance of work and play.  There’s plenty of work to be done at Cannes – handling the press, networking, going to sessions and identifying new trends, etc.  Yet, time spent with your clients and colleagues – at dinner, at drinks, on a yacht, etc. – is just as important.  Loosen up a bit and take a moment to get to know the people you partner with a bit better.   You’ll find that a few days in the south of France can equal a year’s worth of relationship building in the States.
  • Be a better global citizen. One of the themes that resonated throughout the week was that we need to use technology to be better citizens, a message that also came through in some of the work that won big at Cannes. From the ALS Bucket Challenge and Like A Girl to Twin Souls, it was all about being more compassionate and sympathetic to one another. Monica Lewinksy, Jamie Oliver and DDB’s Amir Kassaei all spoke to how we can use our skill-set to do good.

Au Revoir!


Another June, Another Cannes

We’re just a few days away from the annual Cannes Lions International Festival of Creativity (June 21-27) and the DGC team can’t wait to hit the ground running!
Cannes Lions is a spectacular, week-long celebration of the world’s most creative minds and best advertising as well as an opportunity for over 12,000 delegates to network over rosé and intimate dinners. Over the course of the week and against the backdrop of the beautiful French Riviera, talks will be given, awards handed out and meetings taken along the famed Croisette. It’s a chance for the industry to recognize the best creative work of the past year and look forward to where we might be next year.
The DGC team will be on the ground supporting clients and sharing the week’s most exciting news, bringing you insights from key industry players, highlighting key trends and observations and sharing live content. This year’s festival has attracted top names to the Palais including, Sarah Koening (Serial), entertainers and pharrell and activist Monica Lewinsky.
Here are just a few of the sessions we have on our radar:
  •  Tuesday, June 23, 3:30PM – 5PM: MediaLink & Adweek “Daily Dose” Programming with Ian Schafer of Deep Focus; Carlton Hotel; Sean Connery Suite 7th Floor
  •  Thursday, June 25,
    • 2PM – 2:45PM: “Ogilvy & Inspire” Tham Khai Meng, Ogilvy & Monica Lewinsky. Grand Audi
    • 2:30PM – 3:15PM: “Watson & The Future of Advertising” Saul Berman, IBM & Jerry Wind, Wharton. Experience Stage – Data Creativity
    • 3:50PM – 4:20PM: “Solving the Marketer’s Latest Identity Crisis” David Jakubowski, Facebook & Julia Heiser, Live Nation NA Concerts. Inspiration Stage
  • Friday, June 26 4:15PM – 5PM: “Do This Or Die” Amir Kassaei, CCO, DDB Worldwide. Debussy
We expect a jam-packed week with lots of learnings.
Please check for updates on the DGC Hit Board, Facebook, Twitter and our new Instagram feed!

Live at SXSW – Weekend Recap

The DGC team hit the ground running on Saturday morning at SXSWi with a quick stop at and an 11 a.m. deep-dive into how data will build high-performing humans. The panel featured New York Giants star wide receiver Victor Cruz and Equinox President Sarah Robb O’Hagan, joined by Michael Gervais and Mashable’s Haile Owens. We were fascinated with the panel’s discussion on how data can make even the highest achieving athletes more powerful on and off the field. One nugget we took away from the session was data and tools are great, but don’t forget about your body’s biggest source of information: your brain.

cruz After a quick selfie with the man of the hour, our team dispersed to other sessions before gathering to prep for DGC’s first-ever #SXSWi happy hour. The team set up shop at the JW Marriott to entertain clients and friends of DGC over margaritas, chips and guacamole, and the best darn jalapeño cornbread Austin has to offer.



Day three saw us checking out some of the week’s best brand activations and experiences. We swung by Samsung’s Studio Experience, where our colleague, Sara Ajemian, made a DGC t-shirt in its design studio. While the A&E network offered up nightly stays at a faux Bates Motel to promote its series of the same name, neighboring station National Geographic took it to the extreme with a challenge to promote its new season of “Life Below Zero.” We dared to see if we had what it takes to Escape the Cold, as the promo was called, encouraged players to find clues to get out of the room in twenty minutes working with teams of 6. It was tough going – we didn’t find the key. Brands should take note for 2016 as this was an incredible way to bridge the gap between brand experience and user interaction. It tied to “life below zero” which is a show about people living in isolation in Alaska


Other panels we checked out:

– Argonaut, an agency that’s part of Project Worldwide, had two executives on a panel: Robbie Whiting, Creative Technologist, and Garrick Schmitt, digital advisor,  who spoke to a packed house about “Malevolent Marketing.” Recap the conversation on Twitter with #letsbeevil.

– Deep Focus CMO Jamie Gutfreund cracked the code on Millennials at the Pandora Lounge, encouraging marketers to be smart about their consumer and audience. She was later joined on stage by Nana Menya, AVP of Investment Strategy of GE, whose talk on the mindset of music was equally intriguing.

– DDB’s Global Business Director Marina Zuber discussed art, tigers and an #EndangeredSong with the Smithsonian’s National Zoo and on-the-rise band Portugal the Man.

Stay tuned for more!

‘Perspectives’ on Work/Life Balance from DiGennaro’s CEO

“Uneasy lies the head that wears the crown,” Shakespeare wrote.

As CEO of the 35-person NY based agency, with outposts/partnerships in Los Angeles, London, Mumbai and Sydney — DiGennaro still manages a healthy balance between her work and her personal life. Sam founded her namesake PR firm, DiGennaro Communications (DGC), in 2006.

Sam DiGennaro on Perspectives “I just haven’t given up the things I love,” DiGennaro said of about her personal life in a seaside interview at the 2014 Cannes Lions Festival of Creativity this past June. She told Katie Kempner, EVP/Chief Communications Officer at Cripsin Porter + Bogusky, and host of Perspectives with Katie Kempner. “I have sacred rituals and I don’t let anything get in the way of them. It keeps me centered and calm as the work week unfolds.”

DiGennaro talked about how she encourages a supportive, collegial atmosphere at her agency in which employees can spread their wings and embrace an entrepreneurial spirit.

Perspectives with Katie Kempner in an inspirational online series featuring conversations with women in business and how they balance business with their personal lives given today’s “always-on” mentality.

You can check out the full interview here.

Let’s Hear a ‘Brava!’ for These Women Leaders

Sam DiGennaro, CEO and founder of her namesake PR agency, DiGennaro Communications (DGC), was among the 40 business women honored at the New York SmartCEO Brava! Awards held at Capitale in lower Manhattan on Sept. 23.

The annual award ceremony recognizes CEOs and decision makers who are chosen for exhibiting qualities such as vision, passion, compassion, dedication and perseverance both in business and in giving back to their communities.

SmartCEO magazine honored women from an array of industries that included ad-marketing, fashion, design, health and wellness, and the law. Hundreds of attendees watched short videos about each woman’s perspectives on what it means to be a business leader.

“It’s up to us as women to really support each other, build each other up and help break through those boundaries,” DiGennaro said in her video, adding that GM’s Mary Barra is the CEO she most admires because she started at the car company as an entry-level employee and rose to become its global leader.

DGC specializes in B2B communications on behalf of ad-media-marketing-tech companies as well as for consumer-facing multinationals such as Facebook, Live Nation, and McDonald’s. The agency supports programs that promote literacy among public-school kids and visits to the elderly. Several times a year, DGC devotes hours for staffers to read to elementary school students and to visit nursing homes to play bingo with residents.

DGC_Brava Awards 2014

The following entrepreneurs are but a sample of the high-achieving 2014 SmartCEO Brava! Award recipients:

  • Jennifer Blumin, Founder & CEO of Skylight Group, a real estate and venue management company that retains some of the raw charm of properties for business clients.
  • Lynne S. Katzmann, Founder & CEO of Juniper Communities. The company runs assisted-living residences that offer skilled nursing care for senior citizens.
  • Elisabete Miranda, President & CEO of CQ Fluency, a multicultural communications firm that promises translation services that observe cultural fluency in all its clients’ messaging.
  • Susan White Morrissey, President and CEO of White + Warren, a high-end women’s apparel company.
  • Ruth Rathblott, President & CEO of Harlem Educational Activities Fund (HEAF). The organization provides academic enrichment programs in underserved communities for students in middle school through high school.
  • Robyn Streisand, President and CEO of The Mixx, a graphic design firm. In 2008, she co-founded the National Gay and Lesbian Chamber of Commerce.

The night wrapped up with a toast to all of the fantastic women who have put their full hearts and efforts into their businesses and the larger community. Congratulations all.

I’m Not a Leader Because I’m a Female, But I’m Proud to be a Female Leader

What is the difference between how men and women lead? Are you a leader because you’re a woman, or is it about the individual? What do you think about Mary Barra and her role? All of these questions and more were posed to our fearless leader Sam DiGennaro on a panel this week at Mercedes-Benz’s U.S. headquarters in Montvale, N.J., in honor of Women’s History Month.

As successful women with unique perspectives on leadership, Sam, along with Samantha Meiler, VP, Content & Programming, at Nickelodeon’s NickMom, and Robyn Streisand, Founder & CEO, The Mixx, a marketing agency, were invited to sit on the panel moderated by Karen Matri, Product Manager, Telematics and Connected Services at Mercedes-Benz USA.

From left to right: Lisa Ragusa, Senior Purchasing Agency, Mercedes-Benz USA; Samantha Meiler, VP, Content & Programming, at Nickelodeon’s NickMom; Sam DiGennaro, CEO + Founder, DiGennaro Communications; Robyn Streisand, Founder & CEO, The Mixx

From left to right: Lisa Ragusa, Senior Purchasing Agency, Mercedes-Benz USA; Samantha Meiler, VP, Content & Programming, at Nickelodeon’s NickMom; Sam DiGennaro, CEO + Founder, DiGennaro Communications; Robyn Streisand, Founder & CEO, The Mixx

The event was sponsored by the company’s Women’s Innovation Network, an employee resource group that champions career advancement and personal growth for women.  Each woman offered the audience –a group comprised of both male and female Mercedes-Benz employees of all roles, levels and departments– tangible examples and tips to inspire them on their own career paths.

From left to right: Samantha Meiler, VP, Content & Programming, at Nickelodeon’s NickMom; Karen Matri, Product Manager, Telematics and Connected Services at Mercedes-Benz USA; Michelle Wirth, Marketing Communications Department Manager, Mercedes-Benz USA; Robyn Streisand, Founder & CEO, The Mixx; Sam DiGennaro, CEO + Founder, DiGennaro Communications

From left to right: Samantha Meiler, VP, Content & Programming, at Nickelodeon’s NickMom; Karen Matri, Product Manager, Telematics and Connected Services at Mercedes-Benz USA; Michelle Wirth, Marketing Communications Department Manager, Mercedes-Benz USA; Robyn Streisand, Founder & CEO, The Mixx; Sam DiGennaro, CEO + Founder, DiGennaro Communications

Here are three of Sammy D’s  takeaways for women who aspire to leadership positions:

1. Lean into the bad times: When asked what she thought of General Motors CEO Mary Barra and her handling of the company’s recall situation, Sam said she admired her willingness to “own” a crisis that she personally had nothing to do with, and that meeting with the victims’ families the day before she was to go on trial was a remarkable way to show empathy and true leadership. Sam’s takeaway? True leaders are measured by how they handle the bad times. By taking responsibility and using her company’s mistakes as a platform for growth, Barra likely elevated her standing in the public eye.

2. Crying in the workplace is okay: On the topic of gender bias in the workplace, all panelists agreed that crying on the job is okay. Sam said,  “I’ve done it. I’ve cried in front of bosses, employees and even clients. It’s who I am; I’m an emotional being, and I lead with my heart. It’s been said that empathic leaders actually resonate more with employees and stakeholders, and I’d rather be authentic and own who I really am than apologize for crying.” One male audience member actually expressed his understanding, saying that as a relatively new grandfather he recently cried watching his granddaughters perform in a school play, and as a result, became more in touch with his emotions, allowing him to relate to female colleagues on a different level.

3. Take time for yourself: During the Q&A portion of the panel one audience member asked the panelists how they carve out time for themselves, despite managing very busy and stressful careers. Sam mentioned her morning meditation ritual as one way she disconnects from technology, ground herself and re-set her mind before diving into the workday. Streisand talked about her Tuesday/Wednesday ritual of putting the cell phones down for dinner with her partner both nights, and Meiler mentioned that when she took her job at Nick, she actually negotiated leaving the office by 6 p.m. each day to get home to her three young children, even if it means she needs to get back online after her kids are asleep. The common thread was setting boundaries and taking time to do what matters most outside of work to be more successful and effective at work.

The panel wrapped up with each woman offering advice to the next generation of female leaders. Sam talked about the importance of giving back and of mentorship – both seeking mentors and being one yourself – and told the audience she actually thought it would be easier for today’s generation to find role models: “Young women now have so many great examples of leaders: their mothers, sisters, colleagues. I hope they seek out mentors to help manage their careers, and also give rising stars within their organizations support and guidance. That’s the only way we’ll continue moving upstream.”

Poster promoting the panel to Mercedes employees

Poster promoting the panel to Mercedes employees

4A’s Kicks Off with Keen Insights on Building Better Partnerships

It has been a busy month with numerous marketing and tech industry events taking place across the country, and this week is no exception. The DGC team is on the ground at the 4A’s Transformation conference in Beverly Hills with many of our wonderful clients, including the 4A’s itself. Not only have we already experienced an earthquake, but also we’ve gleaned some key insights into how collaboration, trust, transparency and talent can drive better business. Whether you’re on the client or agency side, here are three things to keep in mind to create better partnerships, and ultimately, garner better results: 

1. Collaboration, Collaboration, Collaboration: Always a hot topic, but even more so in today’s results-driven environment, collaboration was one of the most-talked about themes. Dana Anderson, SVP of marketing strategy and communications (and a seemingly part-time comedian) at Mondelēz, discussed the fact that successful collaboration is a two-way street, and that clients should endeavor to respect and support their agencies, with the goal of reaping better work. She stressed that the more direct and specific clients can be in their briefs; the more creative, strategic and cutting edge ideas agencies can derive. Offering her own ingredients for fruitful agency/client collaboration, Anderson said it is a lot like love: it requires trust, commitment and giving.

2. The Trust & Transparency Imperative: Definitely a hot-button issue as it relates to data and metrics, but also within the context of client/agency relationships, trust and transparency emerged as two non-negotiables for getting to good work. For PR practitioners, trust is the basis for successful results. Our relationships – with journalists as well as clients – are rooted in a common trust and mutual respect for one another. We can’t lead our clients and provide solid communications counsel unless they trust us enough to be open and transparent, and allow us the room to push back on them. John Hayes, CMO of American Express, went so far as to say that he loves it when one of his agency partners tells him he’s wrong. He said it tells him they are thinking about his business.

3. Talent Wars: When you get a group of 1,200 marketers together, where the majority of attendees either work or have worked inside an agency, you can bet the subject of talent is top of mind. With increasing competition from tech companies and start-ups, agencies are facing more challenges than ever in attracting and retaining their primary currency: rock-star talent. In a fireside chat, Andrew Benett, CEO of Havas Worldwide, told attendees that the CEO now needs to play the role of Chief Talent Officer, dedicating a significant portion of time to finding and nurturing talent. He also suggested aligning your best talent with recruiting efforts, saying that when you have your greatest stars leading talent and recruitment, they become the ambassadors of your brand and ultimately recruit more great talent.

Check out this video clip of DGC Founder + CEO Sam DiGennaro as she shares her initial observations on the key themes being discussed at this year’s 4A’s Transformation conference: 

Play Date: DGC Participates in Day of Philanthropy at Educational Alliance’s Head Start Program

DGC kicked off the holiday season with a morning of philanthropy at the Educational Alliance Head Start program, a pre-school program for children ages 3-5 located on the Lower Eastside of Manhattan. This morning marked our third annual holiday philanthropy effort, having cleaned up the Rockaways after Hurricane Sandy in 2012 and participated in a weekly food delivery campaign through God’s Love We Deliver in 2011.

Upon arrival this morning, we attended a brief mini-orientation where we learned all about the Educational Alliance, it’s programming and the wonderful work it does in the New York community. The Educational Alliance is a non-profit organization that helps break the cycle of poverty for low-income children and families through preschool, after school programs and college prep programs. Children in the Head Start and Day Care programs learn, explore, socialize and grow, and families receive help with employment and social services.

After orientation, we broke into groups and headed off to individual classrooms for a morning of play and activities ranging from arts & crafts and cooking class to reading and yes, even recess! We had a blast hanging out with the kids, and more importantly, it was an amazing opportunity for us to give back to our local community, a major tenet of DGC’s company culture. Click here for pics of the day’s activities.

DGC @ Head Start

A big thank you to our friends at UJA-Federation New York for not only making a wonderful experience possible, but also for helping Educational Alliance run its wonderful programming as one of the organization’s biggest annual donors.

Next up on the DGC Philanthropy docket – Casino Day on December 11 at Jewish Home Lifecare, a nursing and rehabilitation facility for elders in northern Manhattan!

Let’s Make the Industry 50/50… But Why?

This feature was originally published in Issue No. 4 of ADC Magazine.

Clockwise from Top Left: Mandy Gilbert, Alessandra Lariu, Samantha DiGennaro, Jen Larkin Kuzler

Clockwise from top left: Mandy Gilbert, Alessandra Lariu, Samantha DiGennaro, Jen Larkin Kuzler

In reflecting upon the ADC 92nd Annual Awards season, Executive Director Ignacio Oreamuno realized that an organization like ADC is in a unique position to raise female voices in the creative industries. If not a Club with a mission to Connect, Provoke and Elevate its membership and international communities, then who?

Ignacio assembled a committee of brilliant and accomplished women to help him develop the initiative and, with their support, challenged not only ADC and its programs, but any others industry-wide to split its award show juries, conference speakers and panels, and board of directors 50/50 women to men.

But why? The members of the Let’s Make the Industry 50/50 committee explain:

ADC: While it does not directly call out equal gender hiring quotas, how can an initiative such as Let’s Make the Industry 50/50 – in calling for equal representation among awards juries, speaker panels and boards of directors – positively affect the roles and opportunities for females in the creative industries?

MANDY GILBERT (FOUNDER & CEO, CREATIVE NICHE): It’s crucial to remind key stakeholders in the creative industries of the value women bring to creative strategic and leadership roles. Not only do women offer unique perspectives on brands, consumer behaviors and business relationships, they also have a different approach to leadership and team management that complements and even improves the effectiveness of executive leadership teams and boards. Case in point: A recent McKinsey report found that companies with more women than men on their executive committees exceeded the return on equity and operating results of companies with male-dominated executives by 41 percent and 56 percent, respectively. With that in mind, it’s necessary for current agency leadership to take this into account when they look at their future business prospects. While this initiative does not directly call for hiring equality, it does highlight the wealth of qualified available female creative talent by ensuring their voices have a place on panels, juries and boardrooms. With nearly 60 percent of today’s university graduates being female, agencies will be left behind if they don’t fully embrace women in leadership roles who will be able to inspire the young women entering the industry behind them to do the same.

ADC: With the network of talented and qualified female creative being much larger than perceived, what seems to be the barrier to women rising into positions of leadership and how we can overcome this together?

ALESSANDRA LARIU (CO-FOUNDER, SHESAYS): For centuries, leadership positions were filled by men and, therefore, women’s leadership style (which tends to be more nurturing and collaborative… but not in a fluffy way!) has remained unrecognized. Just ask Forbes, Fortune or even Google, and you will likely hear that companies with women on the board perform better. And just to be clear, I don’t think women’s style is better than men’s. I believe there needs to be equal representation and availability of both styles, so people can choose which one they like.

ADC: What role do industry award shows specifically play in increasing awareness of the discrepancy in gender representation in juries?

JEN LARKIN KUZLER (DIRECTOR OF AWARDS PROGRAMS, ADC): The assumption is that award show juries reflect the current state of the industry through the creative, companies and countries that are represented. While this is largely the case, there is often a real lack of female participation. Awards shows in particular have a unique opportunity to involve qualified, spirited and talented minds of both genders in the judging process. We have the ability to call out the places where we need diverse voices to effect a change in the conversation that happens behind the doors of the jury room. This change in dynamic almost always results in a better experience and a better show.

ADC: What can women and men in the creative industries actively do to ensure that female voices are represented at the table (conference, jury, board or otherwise), in the media and within their own agency walls?

SAMANTHA DIGENNARO (FOUNDER, DIGENNARO COMMUNICATIONS): The creative industry boasts so many talented women who deserve the opportunity to be recognized as leaders. Endemic shortcomings surrounding our industry’s dearth of senior-level female talent aside, we must continue to encourage all of our wonderful women to stay active despite – or, perhaps, because of – the majority of male voices in management, in the press, on the speakers’ circuit and in jury rooms.

As an industry, we’ve taken some bold steps to even the playing field and to encourage female participation. Now it’s up to individuals to advance the cause. Women and men alike need to speak up and engage in the on- and off-line dialogues surrounding this industry’s advancement of female creative and C-level execs.

Don’t accept the status quo. Challenge conference/jury programmers and journalists who seem to defer and default to the “usual suspects” of recycled names. Let’s nominate our peers, our direct reports, our muses, those who inspire and excite us. The most important outcome is that we continue to have representation of all different life experiences and points-of-view… and to close the gender-gap in doing so.

When both men and women truly recognize the powerful ideas that so many women bring to the table – and remove corporate politics and jockeying from the equation – no one will second-guess the decision to hire and promote more amazing ladies more often, and then we’ll start to close the gender gap in our industry’s public forums.

I’m delighted the ADC’s Let’s Make the Industry 50/50 Initiative has begun to do so.

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