We had the good fortune of connecting with Nicholas Adams and we’ve shared our conversation below.
Hi Nicholas, how has your perspective on work-life balance evolved over time?
Work-life balance became this idea for companies to publicize as they received recognition as a best or top place to work. The idea being, of course, if a brand or business leader claims to support staff with balance in all they do, top talent will be attracted to that company. This strategy – if you can call it that – falls short of real balance. The most effective way I have found to create some level of professional balance is by developing and nurturing a dynamic culture. New York Times bestseller Matthew Kelly writes about fundamental principles which are universal and unchanging. So rather than trying to sell the idea of flexible work hours or free lunches, companies should really focus on fostering ideals like communication, discipline and mission. A dynamic culture gives way to balance. That said, I do bring my dog to the office everyday and he certainly reminds me not to take life too seriously.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I launched NINICO Communications in 2011 after time at two respected marketing and advertising agencies. The job market was just recovering from the most severe downturn since the Great Depression, so it was an interesting year to begin a company. We celebrate our tenth anniversary this year, having created campaigns, developed messaging, and served as publicist to some of California’s most storied brands and business leaders. Starting a business – and sustaining its success for a decade – has been the most challenging thing I have ever done in my life. Our secret sauce is the power of the partnership. From community engagement with associations and nonprofits to chambers of commerce and civic clubs, partnerships drive business development opportunities and create meaningful success stories. Both the Silicon Valley and Los Angeles Business Journals have named NINICO Communications a top public relations agency throughout the regions – it’s something we are very proud of, and it’s all about partnership.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I love Los Angeles and all the region has to offer. Our office is proudly located in DTLA near the Walt Disney Concert Hall, so I’m a big fan of our urban spots like Grand Central Market for a burger, Perch for cocktails and jazz, Rossoblu, Clifton’s, and Redbird. But we have clients from Montebello to El Segundo to Beverly Hills, so I get around quite a bit. Celebrated photographer Anastasia Blackman introduced me to the Petersen Auto Museum in the Miracle Mile neighborhood – such a gem, and my cousin Peter Zeppa and I have been known to enjoy an old-fashioned or two at No Vacancy in Hollywood. Wally’s Beverly Hills is a favorite as is Mastro’s for a martini and live music – but eat at the bar.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
John and brother Dave Heagerty of the former Coakley-Heagerty agency were influential in my career. Pillars of the community, I ended up working at their firm years after we met and really got to know them. I loved hearing stories about our industry in the 1960s and 70s – the strategies and campaigns, client politics and, of course, the parties. They influenced my decision to launch NINICO Communications a decade ago.
Bernardo Grijalva Photography