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Avatar for Frank Catapano
Frank Catapano
Hi
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May 14

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Avatar for Malika
Malika
Hi Frank. Welcome to the C Suite! I’m so happy to talk with you about Reach Agency (@reachagency) and employee development in Hollywood today.
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Avatar for Frank Catapano
Frank Catapano
Looking forward to it!
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Avatar for Malika
Malika
Goodtalk message
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Avatar for Malika
Malika
So I’d like to start off talking about how started and built reach agency.
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Avatar for Frank Catapano
Frank Catapano
My partner and I started Reach 8 years ago. Reach is a digital ad agency that focuses on storytelling for brands on digital/social platforms.
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Frank Catapano
Prior to starting Reach we spent 10 years at William Morris/WME talent agency.
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Avatar for Malika
Malika
Nice. How did that background inform your approach to starting your own thing?
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Avatar for Frank Catapano
Frank Catapano
A little bit of luck and the right timing. We were not entrepreneurs and we enjoyed working for a big company. And working at WME but the time was right to move and our client said he would go with us. So with the client in hand we were able start this.
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Frank Catapano
I will say our training as assistants and then agents has been extremely valuable to our business’ growth.
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Avatar for Malika
Malika
For all of the assistants out there, what can you share about the training they are getting now that will be valuable for their future?
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Avatar for Malika
Malika
I started out as a PA and assistant and have a special place in my heart for all of the hard work they do!
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Avatar for Frank Catapano
Frank Catapano
The attention to detail is unparalleled. Most of us end up in a service based business and your service is everything. It needs to be smooth. You can have things that don’t go the way you want. That happens. But your detail and work getting to that is what separates you. Assistants in entertainment are learning that every day. Some of the best folks we have hired at our agency have been assistants at a talent agency.
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Avatar for Malika
Malika
Absolutely. Whenever I run an internship program, I have everyone working in the company raise their hand if they started out as an intern or assistant!
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Avatar for Malika
Malika
Tell me more about developing employees in your industry and unique challenges you face?
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Avatar for Frank Catapano
Frank Catapano
The challenge is picking the right people. I would roll my eyes when I used to hear about tech companies having 10 rounds of interviews or more. But I get it now to get a feel for someone. Unfortunately I don’t have that time and structure so I need to make sure we get it right. Once you hire a good person the development is easy. Good people are eager to learn and pick up things quickly.
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Avatar for Malika
Malika
Absolutely! Some would say the most important decision you make growing a business. What tips do you have for leaders hiring right now?
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Avatar for Malika
Malika
What have you learned about doing this well, that you didn’t know when you started?
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Avatar for Frank Catapano
Frank Catapano
Tips for hiring now, I mean the usual, find smart people but everyone knows that. I would say we have been successful hiring people who can do a few things. More multidiscipline type people that are not afraid to get out of their lane. Do creative, work with the client, and get involved in production. As an example. I get worried with people who want to just stay in one lane. It can be good but not as much for a small agency like us. It also allows the folks to grow and find what they want and like.
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Avatar for Frank Catapano
Frank Catapano
When we started we didn’t know a lot! And that ended being ok. We focused and the clients and the work and that was the key to the business growth. We did hire amazing people who run with this vision every day.
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Avatar for Malika
Malika
This is valuable. Thank you!
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Avatar for Malika
Malika
What do you think makes you unique as a leader?
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Avatar for Malika
Malika
Like if you did a Ted talk, what would your leadership topic be?
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Avatar for Frank Catapano
Frank Catapano
I don’t think it’s unique but something I have admired from leaders and tried to emulate - don’t micromanage. Let people do their job and trust them. Ok to push and make sure everything has been thought thru. But let your team lead and empower them in the right areas.
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Avatar for Frank Catapano
Frank Catapano
My Ted Talk? Good question...

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Avatar for Malika
Malika
Yes! Teams need the freedom to make some mistakes so they can learn and innovate!
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Malika
You can’t do that with a leader who micro manages.
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Malika
You need freedom especially in the creative space.
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Malika
I bet that is hard to give when the company is your baby that you created.
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Avatar for Frank Catapano
Frank Catapano
Ted Talk would maybe not be about leadership but going back to “service” business. The topic would be “You either Make It, Count It or Sell It. Know which one and in our case we sell our services so each detail and our organization is so important “. A mouth full! Not sure Ted is calling :)
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Avatar for Malika
Malika
It’s a good start!!👍
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Avatar for Question from Caitlin
Question from Caitlin
To your point about how important it is to tell a good story to your audience -- What brands are out there killing it with good storytelling right now?
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Avatar for Frank Catapano
Frank Catapano
Telling a goos story is everything. People are being empowered to watch what they want. We need to create content that feels organic in their social feed and something that they want to watch. It’s not easy.
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Avatar for Frank Catapano
Frank Catapano
Brands killing it in this area - all of our clients :). And Oreo, chargers football team, A24,
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Avatar for Malika
Malika
I know you have 2 kids, do they impact your view on content and what audiences care about?
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Avatar for Frank Catapano
Frank Catapano
Yes my kids have a great impact on my view.
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Avatar for Malika
Malika
What else can I learn from you as a leader today? This has already been packed with great nuggets!
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Avatar for Frank Catapano
Frank Catapano
I think good leaders truly care about the people they work with. I have so much respect for my colleagues who come in every day and work hard to help make this business what it is.
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Avatar for Malika
Malika
Thanks Frank. It’s been a treat and I look forward to seeing more great things from Reach Agency under your leadership. 💥💥💥
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Avatar for Frank Catapano
Frank Catapano
Thank you Malika!
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Avatar for Malika
Malika
This is Malika Begin signing out, you can find me at www.begin-development.com. And you can find Frank Catapano changing the world at http://www.reach.agency/ or @reachagency on Instagram.
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