In 2015 Lori Senecal became the CEO of the CP+B, an international advertising firm. By encouraging risk taking on her team she was able to increase revenue at the company by 21%. She told her team that when it comes to being creative it’s a behavior just as much as it is a talent. One of the creative campaigns she led was was for the video game NBA 2K. It was Senecal who provided a way for players to link the game to their Fitbit so that their steps throughout the day helped to build up their character’s in-game stats. This has been quite popular and has moved a number of copies of the video game on both the Xbox One and the PlayStation 4.
Fast Company is an advertising industry publication. Each year they name and celebrate the 100 most creative people in business. In the 2017 list they had Lori Senecal as #87. The reason they gave for this was that she emboldened her clients to take risks with their advertising. She says that taking risks is what pays off because the campaign is different and attention-grabbing.
According to PRNews Wire, an example of risk taking that the Fast Company article about Lori Senecal cited was her work building the Commercializer. This tool was created for the Letgo app which is for classified ads. The Commercializer lets the user create a slick little video for items they’re selling on the app. So far 45 million people have downloaded this tool. Check out newyork.advertisingweek.com for more
Lori Senecal spent 14 years in the advertising world. She is from Canada and graduated from McGill University with a bachelor of commerce degree in finance and marketing. After moving to New York she was hired by McCann Erickson. She quickly went up the ladder due to her leadership and creativity, becoming the Global Chief Innovation Officer of the company in just 3 years.
After helping greatly expand the client base of CP+B for two and a half years, Lori Senecal decided to step away from the industry. Lori worked through the end of December before leaving her position. She has yet to reveal what she plans to do next. You can follow her on Twitter