Since Lori Senecal became CP+B CEO in the year 2015, she has helped in boosting revenue by 21 percent by pushing risk-taking. She said that creativity is not only a talent but also a behavior. These campaigns embody her approach.
- Letgo app
CP+B built this tool to be commercialized, and it allowed its users to make slick TV-style spots for items that are used and want to sell. Recently, the app topped 45 million downloads.
- Kraft Mac & Cheese
In 2015, Kraft removed ingredients that were artificial from its recipe. CP+B cautioned against its promotion, for fear of alienating finicky kids’ parents. Then, after the sale of 50 million boxes, a campaign struck with the change. That story generated over one billion free media impressions. Stephen Colbert dedicated a monologue to it.
- NBA 2K
CP+B used Fitbit to drive it beyond the screen, urging players to link their profiles of NBA 2K to their Fitbit accounts, allowing them to grow their abilities of virtual characters based on the number of real-world steps they took.
Senecal oversees an advertisement agency that could boast of lots of campaigns that are iconic, such as the target’s “Bullseye” and “Snapple Lady.” Since she joined in the year 2009, Senecal has helped BMW re-establish “The Ultimate Driving Machine.”
When Senecal offered the employees of KBS+ a direction in venture capital a few years back, the then-chief executive officer was not suggesting they quit to begin their own companies. Senecal wanted to light up their entrepreneurial mojo so that they could shape the business model of the ad agency.
In Lori Senecal’s role as Global CEO, she oversees the global growth and expansion of CP+B, manages the coordination of ten international offices of the firm and focuses on the continued global development of the agency.
Since Senecal joined the agency, her leadership plus her strong center for talent have driven the development and growth of the agency across geographies and disciplines, and she made AdAge to acknowledge CP+B as one of the 2015 Creativity Innovators of the Year. She was also named as one of the Agency Executives to Watch for in 2016. Follow Lori on Twitter.