Lori Senecal is a global chief executive officer at the advertising agency, Crispin Porter + Bogusky. She joined the ad agency in 2015 and has made a remarkable impact in a short span of time. Since taking the helm at Crispin Porter + Bogusky she had managed to increase the firm’s revenue by over 20%.
The boost in revenue was achieved through risk taking and ingenuity when crafting marketing campaigns. Mrs. Senecal believes that creativity does not just stem from talent. She believes it is a behavior as well. Below are some of Lori Senecal’s recent marketing campaigns with Crispin Porter + Bogusky that embody creativity and ingenuity.
Crispin Porter + Bogusky worked with with a classified-ad application called Letgo to create the Commercializer tool. It let people create TV-style spots to describe the items that they were selling on Letgo. Since the Commercializer feature was released, Letgo has reached over 45 million downloads of its application.
According to Ad Week, another highly creative campaign done under Lori Senecal‘s leadership is for the basketball video game NBA 2K. After the video game’s release in 2016, the developers there partnered with with CP+B to create a link between player profiles in the video game and on their Fitbit. The link allowed video game players to improve their virtual players in the video game based on how they trained with their Fitbit device. Not only did this move promote exercise, but it also promoted the video game in a positive way as well.
Lori Senecal also helped advise Kraft when they decided to pull artificial ingredients from their macaroni and cheese products. She and others at the company believed that advertising this could actually backfire as parents and health conscious customers could then move away from Kraft products such as their mac and cheese. The advice turned out to be very good advice, reports The Drum. The change by Kraft was captured by many people and media outlets. Kraft did not have to spent any money because there was a massive sum of free media that was generated. This included a major feature on a late night show that highlighted this change.