Before Lori Senecal joined Crispin Porter + Bogusky (CP+B), there was no such position as global CEO in the MDC Partners agency. They just had to make it for her. It was a decision that soon bore fruit. A few months after her March 2015 appointment, she successfully landed CP+B, the American Airlines account to which TM Advertising had clung to for 25 years.
Injecting New Energy
According to Adweek, CP+B could never have got a better person to oversee its growth and expansion as well as coordinate its international offices. Apart from the American Airlines deal, Lori has transformed the agency’s culture, and the way it runs its business. CP+B are now among the top agencies with a strong local and global reach. According to Fast Company, in 2016, the agency won a place among Advertising Age’s list of Creativity Innovators of the Year. Lori was named among the four Agency Executives to Watch.
Leaving CP+B Better than She Found It
The agency would undoubtedly have had much to reap if Lori stayed at the helm for longer. However, much of the hard work which involved steering it to the global top seems to have been done. When she retires at the end of 2017, she would leave the agency not only better than she found it but also with a promise to go higher. She will be remembered for putting up an excellent leadership structure as well as developing the team that will take over after she is gone. One of the new leaders is Danielle Aldrich who has been elevated to CP+B West president from director of CP+B Boulder.
An Illustrious Career
Since her graduation from McGill University, Lori’s career in advertising has forever been on the rise. Her creative talent, unique style, and the will to stay away from the comfort zone have won great victories for her and the brands she has worked with (Coca-Cola, American Express, Xbox, BMW, Vanguard and Victoria Secret Pink). Some of the companies she has led to enviable success, besides CP+B, include Kirshenbaum Bond Senecal & Partners and McCann Erickson.
As the youngest of the four girls in her family, Lori Senecal must have received a load of attention from the rest of the family members. However, growing up in comfort in Montreal did not prevent her from facing the many challenges in the advertising and marketing world on her way to the top. She is known as one of the most resilient, skilled, knowledgeable, and talented personalities in the advertising industry.