Pragmatism Over Flash

Lori Senecal has achieved unparalleled success in the marketing world. Rumored to be a shy introvert, she has excelled in a industry which rewards extroverts. However, her organizational skills and competitive spirit would prevail. Senecal has developed a pragmatic approach to marketing which has resulted in her becoming CP&B’s first global CEO, reports Ad Week.

Lori Senecal grew up in a competitive environment. Her competitive spirit can be attributed to growing up with 3 sisters. She has admitted to being chronically shy but claims her competitive spirit drove her forward. After graduating from McGill University Senecal found her calling in marketing. Initially, she claimed that speaking in front of large audiences was overwhelming. However, with a combination of preparation and competitive spirit she managed to overcome her stage fright.

In 2009 Lori Senecal’s organizational skills and entrepreneurial spirit would pay off. She would be promoted to CEO of KBS & Partners(Kirshenbaum Bond Senecal). She would globalize the company and bring it into the 21st century. She would steer the company away from traditional advertising and develop a new focus on social and digital media content. By 2011 her efforts had paid off by landing a $160 million account with BMW. Senecal’s reorganization would result in KBS doubling their gross revenue from 2009 to 2014.

In March of 2015 Senecal would be promoted to CEO of CP&B’s(Crispin Porter & Bogusky). She would be the company’s first global CEO. She would reorganize CP&B by creating standard procedures for communication within the organization’s leadership. The company would quickly win creative accounts from American Airlines, PayPal and Jose Cuervo. Revenue would increase 21% from October 2015 to October 2016.

Lori Senecal has reinvented global marketing, says She refined procedures so everyone in her organization worked towards a common goal. Her organizational skills compliment her relentless desire to succeed. Marketing is an industry which is reputed to be “flashy”.I think she would agree, only “success” is “flashy”.


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