Michael Candullo is executive vice president of digital operations at Amsive, the data-led marketing agency that grew in part out of Path Interactive, the New York City digital agency he co-founded with Michael Coppola in 2005. A former sales and marketing manager at Verizon Communications and Nielsen Business Media, he ran Path's operations as chief operating officer for more than a decade.
Media Sales and Path Interactive
Candullo came up in media sales. Amsive's author page says he held sales management and marketing roles at Nielsen Business Media and Verizon Communications and brings more than 20 years of print and digital marketing experience.
In 2005 he and Michael Coppola founded Path Interactive in New York City as a full-service digital agency, with Coppola as chief executive and Candullo as chief operating officer. As COO he co-managed day-to-day operations and led Path's core service channels, with a remit that covered relationships with publishers and search engines, picking and rolling out new technology tools, and how the agency organized its staff. By 2020 Path had offices in New York City and Nashville, Tennessee.
The SourceLink Acquisition
SourceLink, a marketing services company owned by Aterian Investment Partners, bought Path in January 2019. "We will maintain Path's unique cultures that have made us successful, while vigorously pursuing new business together and capitalizing on what we have in common... our vision and our values," Candullo said in the acquisition announcement. In 2021 SourceLink, Path, and Vision relaunched together under the Amsive name.
In the spring of 2020, as COVID-19 lockdowns spread, Path published a playbook brief under his name titled Separating Truth From Emotion: Marketing Wisdom to Overcome Economic Turmoil. It urged clients to keep advertising through the downturn, citing a study of 200 brands in the 2007 to 2009 recession in which brands that eliminated ad spending took nearly five years to recover. "A brand can only cut expenses so much before realizing there's nothing left to cut," the brief argued.