The Corporate Journey
The advertising industry is a very competitive environment with individuals with a different approach setting a position for themselves. Lori Senecal is one such individual. In a report by PR Newswire, she was named MDC’s Partner Network’s first president and CEO. Her career growth was credited to her successful run in KBS and the credit she received for the growth in CP+B. The secret behind all these achievements is the strategy she adopted on globalization. Senecal is a graduate of McGill University in Montreal, as a business major. She launched her advertising career with Vickers & Benson, a defunct ad agency. In her time at Vickers& Benson, she worked on the Ford account. Her efforts saw her make her next move through McCann Erickson in Toronto where she managed the Coca-Cola account. Her growth within the firm was evident when later she moved to the firm’s office in New York and worked her way to becoming the firm’s president.
Senecal’s Globalization Strategy
In 2009, it was evident her reputation preceded her. Founding partners of Kirshenbaum Bond & Partners brought Senecal on board to turn the company around. To date, she is credited with turning the agency around to focusing on globalization in a digital age. Having her on board as the firm’s head, saw the company change its name to Kirshenbaum Bond Senecal & Partners, KBS. The globalization strategy saw the company rise in the industry. Key among the company’s achievements was a merger with MDC and a rapid global expansion program through the opening of offices in key cities around the world. The firm’s biggest break came calling in 2011 when BMW named KBS its North American creative AOR. The BMW account brought in a $160 million revenue chest. Before she left KBS in 2014, other blue-chip companies such as American express, Teconnectivity, HomeGoods, Simmons Bedding Company, William Grant & Sons, Victoria Secret PINK, Harman, Boar’s Head and Vanguard among others, had generated steady revenue for the firm.
Senecal at CP+B
CP+B achievements have been credited to Lori Senecal. In her first 18 months, CP+B was awarded the global creative accounts as a result of the global presence their accounts created. Those accounts include PayPal and American Airlines.
Lori Senecal has truly created an edge for herself and inspired a generational movement showing that indeed it is possible for women to set themselves apart as industry leaders. For more info, visit 3percentconf.com.