Speaker: Dr. Fred Petito
Tagline: Discover the Importance of Executive Coaching in Advertising

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Executive Coaching in Advertising; Why It’s Important

Date: 08/06/2023


“Executive Coaching in Advertising: Why It’s Important,” facilitated by Cory Salmela and delivered by Dr. Fred Petito. The webinar delved into the role and significance of executive coaching in the advertising industry, exploring key themes such as the mindset needed for success, navigating challenges, and the tangible benefits for both individuals and organizations.

The Role of Executive Coaching

Executive coaching plays a pivotal role in the advertising industry by enhancing leadership skills, driving organizational success, and fostering individual growth. Dr. Fred Petito emphasized that executive coaching goes beyond problem-solving and focuses on optimizing the performance of high-performing leaders or those with untapped potential. By leveraging executive coaching, organizations can develop their top talent, improve productivity, boost employee satisfaction, and achieve superior financial results.

The Mindset for Success

A fundamental aspect of executive coaching lies in the mindset leaders bring to their roles. Dr. Petito underscored the importance of adopting a growth mindset and a “play to win” attitude. Leaders need to embrace change, actively seek opportunities, and approach challenges with a holistic and multidimensional perspective. By reframing problems, embracing complexity, and thinking beyond traditional boundaries, leaders can position themselves for success in the ever-evolving advertising landscape.

Navigating Challenges

Leaders in the advertising industry face a multitude of challenges, including volatility, uncertainty, complexity, and ambiguity (VUCA). Dr. Petito emphasized the need for leaders to develop strategies that align with VUCA realities. This entails recognizing emerging opportunities, reframing problems, and avoiding the trap of applying old solutions to new challenges. By cultivating a forward-thinking mindset and continuously adapting their approaches, leaders can thrive amidst uncertainty and effectively address the competitive threats they encounter.

The Benefits of Executive Coaching

Extensive research supports the significant impact and return on investment (ROI) of executive coaching. Studies have shown that executive coaching positively influences various business measures, including productivity, employee satisfaction, customer satisfaction, employee engagement, and financial results. Notably, a study conducted by Metrics Global LLC revealed an astounding 800% ROI for executive coaching, highlighting its substantial value. Furthermore, the Manchester Review found that companies investing in executive coaching achieved an average ROI of nearly six times the coaching cost.

Expanding the Scope of Coaching

Traditionally, executive coaching was perceived as a remedial measure for struggling leaders. However, the webinar emphasized the importance of expanding the scope of coaching to include high-performing leaders and those transitioning into new roles. By broadening the reach of coaching and incorporating personal and professional development for all leaders, organizations can tap into the full potential of their talent pool and foster a culture of continuous growth and improvement.


Executive coaching has emerged as a transformative tool in the advertising industry, enabling leaders to unlock their potential, drive organizational success, and navigate complex challenges. Dr. Fred Petito’s webinar shed light on the significance of executive coaching and the mindset required for success. By adopting a growth mindset, reframing problems, and actively seeking opportunities, leaders can position themselves to thrive in the face of uncertainty and propel their organizations forward. The tangible benefits of executive coaching, such as improved productivity, employee satisfaction, and financial results, make it an indispensable investment for organizations seeking sustainable growth. By expanding the scope of coaching to encompass all leaders, not just those in need, organizations can cultivate a culture of continuous improvement and maximize the potential of their talent pool. In a rapidly evolving advertising landscape, executive coaching serves as a powerful tool to shape the leaders of tomorrow and propel the industry to new heights of success.

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Ciera is a born-and-raised Duluthian who recently graduated from Point Park University in Pittsburgh. When she isn’t designing the Salmela website or sending emails, she doubles as an actress! With over 15 years of acting experience, Ciera brings her creative artistry and understanding of people to her work at Salmela.

Madison is a marketing maven with a mastery of magnificent messaging. She brightens every room with her positive attitude and joins Salmela to explore the digital corners on every search. If you’re having a first conversation with one of us, Madison is probably the reason why!

Ryan is an Emmy-award winning news producer with a strong history in the performing arts. Funny and outgoing, he’ll meet you with a journalist’s curiosity and actor’s joie de vivre.

Meghan brings her previous advertising agency experience to Salmela. She is a natural-born conversationalist and delights in every interaction with candidates and clients alike. Meghan can find something in common or a shared interest with just about anyone. (No really, it’s AMAZING.) She is also a foodie, loves cooking, and is always looking for the next opportunity to try an adventurous recipe.

Kate joins Salmela after a decade of non-profit arts leadership, where she shared her passion for building community, education, inclusiveness, and arts access. Her superpower is helping professionals identify their strengths and set them on a course for greater success. After work, she can be found reading Shakespeare, doing yoga, or prepping the next generation of theatre stars for college.

Cory spends his day advising senior leaders on talent acquisition strategy. He is happiest on his bike, skis, or helping his daughters rehearse lines. He began his career as a National Team Coach for the U.S. Ski Biathlon Team, followed by experience in pharma sales. In 2005, he founded Salmela. Today, Salmela places leaders across the healthcare industry. Salmela is the go-to vendor across marcomm disciplines in healthcare and beyond.

Chief Financial Officer, Olympian, and Health Coach, what can’t she do? When Kara is not managing the Salmela Financials, she spends her days educating and supporting people as a health coach. If that wasn’t cool enough, she also competed as an American biathlete at the 1998 and 2002 Winter Olympics.

Megan focuses on individual career wellness and team development for the healthcare advertising industry. As a natural networker, and with a career background in health/wellness and international corporate project management, Megan has the experience necessary to understand your needs. She enjoys being outside with her family, volunteering in the community, trail running and practicing yoga.