The Innovator 25 Kyle Arteaga
Charting the future of public relations

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The Innovator 25: Kyle Arteaga

Co-founder at the Bulleit Group since 2012
San Francisco 
Influence & Engagement, 12 - 20 years

For being among the Silicon Valley PR boutiques that are challenging the concept that tech PR should be defined solely by media relations. For making sure PR programs seed content with salespeople to close deals rather than just generate them. And for breaking away from conventional agency hiring protocols.

How would you describe the communications/PR industry’s level of innovation?
Lagging the others

Where do you see the greatest opportunity for marketing & PR to become more innovative?
Content creation & creative copy

Who most influences how innovative a brand’s marketing/PR is?
Employees

How do you define innovation?
If you believe that success comes when you  connect the dots (and I certainly do).
Then as David Brier writes:
“Innovation is…
Those other dots.
The ones others miss.
And having the certainty to know that the dots you see are not only valid but necessary if the world is to move forward.”

Most innovative PR/comms campaign you’ve seen in the last 12 months?
Without a doubt CVS has my vote. First, they stopped selling cigarettes which is one of the highest margin products they sold. Then for sponsoring quit smoking campaigns. And finally for changing their name to CVS Health to further exemplify their dedication to wellness. It was brilliant, I hope other brands are taking notice.

What brands and/or agencies are most innovative when it comes to marketing/PR?
President Obama, Uber, Starbucks, OkCupid (their analytics are superb)

Describe a moment in your career that you would consider ‘innovative.’
Helping launch the Smart Energy Demand Coalition, a Brussels based non-profit with the goal of promoting energy efficiency programs within Europe.

PR can take on many facets. With the launch of SEDC not only did we give the company I was working with eMeter (now Siemens Smart Grid division) an international platform, but we were directly influencing policy at the highest levels within the EU. This is an example of public relations that has lasting effect and helps shape the future.

Who is your mentor and why?
Dr. Ernie Bodai, founder of the Breast Cancer Research Stamp. Ernie was my first client. He taught me that a good story starts with true passion. When you work with someone with such infectious energy it absolutely impacts the quality of your work. Ever since I have sought out people with that same passion.

How do you get inspired?
My three R’s that lead to inspiration are running, writing and reading. Each one gives you a new perspective from which to draw.

Advice for people seeking to bring new ideas, ways of doing things to their organizations?
Switch it up. Change industries, try a new job, move to a new country or city. People get stagnant if they don’t experience life in different ways.

In your opinion, what’s the most innovative place in the world? This could be a city, a venue, a neighborhood, etc.
Innovation happens when you are the happiest. For me that place is the big island in Hawaii. The volcanic rock juxtaposed with the clear blue waters makes you feel like you are on Mars. My engagement took place there and so will my wedding in November.

What’s your favorite time of day and why?
The first few minutes after waking up. It’s where you frame the day, and can quietly think about all the possibilities a day might bring.