Innovators in the Field: Lori Senecal

Everyone respects an innovator in their field. They want someone who will come in and turn the system on its head every once in a while. Sometimes, businesses become stagnant. They are so focused on doing things the old way that they forget they have to adapt in order to stay viable. Lori Senecal is one of those executives that wants to turn everything on its head, and she as done it successfully at several companies so far.

Senecal was born in Canada and earned her Bachelor degree in Commerce, Marketing, and Finance from McGill University in Montreal. She was thrown into the world of advertising, and at first she was not quite sure if she liked it or not. She described herself in an interview with Campaign US as being extremely shy and introverted, and the prospect of having to present a marketing campaign with hundreds, and sometimes thousands, of individuals was a prospect that scared her. Source: forbes.

She was also seen by others as being a controversial executive as well. Her philosophy went against the “doing things as we have always done them” mentality, and when she was able to grab hold of the reigns as the Global Chief Innovation Officer at McCann Worldgroup in 2006, she put her plan into action. Luckily for Senecal, all of her ideas worked, and she was promoted to being the President of McCann Worldgroup just one year later.

Senecal soon moved her skills over to KBS+, another global advertising agency. She has said that she does not just want to create another network of global advertising agencies. With these, she thinks, hierarchies get in the way of true innovation and creativity. There has to be a focus on the people, not the process. She always wants to focus on chemistry and being authentic with clients, not just being able to tell them that everything is going to be ok. With these attitudes, she won several awards in the field, including an AWNY Game Changer Award for innovation and leadership in the field and a seat on the Jury of the Isaac Awards for invention and innovation. She was even given an appointment to the Board of MDC Partners.

Now Lori is starting a new chapter of her life at Crispin, Porter, and Bogusky, where she was named the CEO in 2016 in a report by PRNewsWire. She is still going to work with her ideas to innovate in the field. When it comes to advertising, it cannot just be “business as usual.”


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