Tell us about your company's origins?When I moved to New York in 1992, I worked as an assistant stylist by day and a bartender by night. In between, I freelanced for anyone who was hiring. Film, TV, Production, Catering. I did it all . Took me some time to realize what I wanted to do. At the first event that I produced on my own, the bartender didn’t show and I ended up jumping behind the bar myself. It was a fortuitous mishap, because the CEO of a large company ordered a drink and asked the $100,000 question, “What do you want to do with your life?” After a brief exchange, he gave me his card. I called him the next day— just for advice. As a thank you for his time, I delivered the same drink he ordered from me at the event. He called me 2 days later, offered me a position the next day, started at a new job with him as my mentor. Within 3 years I produced well over 200 events, multiple tours and stuffed a lot of gift bags. From there, I launched my own experiential marketing and production agency, with an early specialization in Award Shows (e.g. The Andy Awards and the Gotham Awards). Today, Medoff Inc. continues to work with A-list clients, creating one-of-a kind brand experiences, solid operations and seamless execution.
How has the events industry evolved since you began?
When I first started, Sponsorship meant a company’s logo on a banner, but we knew there could be more. We slowly started to build programs with “legs,” or stepping stones to a bigger story. Events became “happenings” and not just about people standing around a bar. We created more business, sold larger sponsorships and allowed ourselves to be more creative.
How is your company differentiated from others?
The core difference is, we do the work. This means if someone hires Medoff Inc. we produce it. We do not seed out business, just to get more business. We like being involved and guiding the conversation and outcome.
What is the most exciting thing about today's experiential landscape?
Today’s market as a whole is exciting. Consumers are more involved and engaged than ever. This allows clients to take more risks. I spoke at a lecture last year and the instructor asked me, “Why would a client believe an experience would change their brand? Who says? Is it all about money?” I was taken aback, but gave it some thought. I simply replied, “Because we tell them to.” We teach people what they need to know and learn about an experience. We try to tell the most compelling, meaningful story in the most interesting, engaging way. We don’t necessarily follow any pattern and trends are just that - fleeting. This is why ROI is challenging. But if you can give someone a feeling that provokes action or even better, a change in their purchasing habits, then that is a success.
What are the 3 most important things every event must have?
1. Simplicity – From idea to execution
2. A sharp, creative presentation
3. Trust and support from Partners
What motivates your work life daily?
When a client says, “Thank you…” and “We trust you.”
What is your passion outside of the office?
I love to read — pretty much anything and everything. I’m not leaning in or anything, but I also love my family and am so lucky to have them. It’s a balance, but my family life enhances my work life.
