Lori Photo

A great idea is only great if it actually happens. So for me, it’s really important to be as focused on execution as I am on vision to ensure our plans are tangibly realized

In her role as Global CEO, Lori oversees CP+B’s global growth and expansion, manages the coordination of the firm’s ten international offices and focuses on the agency’s continued global development. Since joining the agency in 2015, Lori has made a tremendous impact on both the business and culture of CP+B, creating a truly modern global agency that is inventive, agile and collaborative, offering consistency internationally with strong local market flair. Lori’s leadership and strong focus on talent has fueled the agency’s development and growth across disciplines and geographies, and recently led Advertising Age to recognize CP+B among the “Creativity Innovators of the Year” while naming Lori among only four “Agency Executives to Watch” in 2016. Over the past year, CP+B has won significant business including the coveted American Airlines, Hershey and Pay Pal accounts, and was awarded the Titanium Grand Prix for its Dominos work at The Cannes Lions Festival (the highest award given for inventive ideas that drive business performance in new ways). The agency continues to create bold firsts and garner world- ‐class results for clients by employing a new and broad creative toolbox that capitalizes on expertise in technology, design and manufacturing. Prior to her current role, Lori served as Global Chairman and CEO of KBS. Under her leadership, KBS grew from a 250- ‐person domestic agency to over 900 people worldwide and was recognized by Crain’s as one of the “Best Places to Work in NYC”, as well as on AdAge’s list of “Standout Agencies” three consecutive years. Prior to KBS, Lori served as President of the flagship New York office of McCann Erickson and previously, as Global Chief Innovation Officer for McCann Worldgroup. In 2014, Lori was named among AdAge’s “Women to Watch,” and in 2013 she was honored at the AWNY Game Changer Awards with a Quantum Leap award for leadership and innovation. She has also served as a Member of the Ad Council Board of Directors and the 4A’s.

The agency continues to create bold firsts and garner world- ‐class results for clients by employing a new and broad creative toolbox that capitalizes on expertise in technology, design and manufacturing. Prior to her current role, Lori served as Global Chairman and CEO of KBS. Under her leadership, KBS grew from a 250- ‐person domestic agency to over 900 people worldwide and was recognized by Crain’s as one of the “Best Places to Work in NYC”, as well as on AdAge’s list of “Standout Agencies” three consecutive years. Prior to KBS, Lori served as President of the flagship New York office of McCann Erickson and previously, as Global Chief Innovation Officer for McCann Worldgroup. In 2014, Lori was named among AdAge’s “Women to Watch,” and in 2013 she was honored at the AWNY Game Changer Awards with a Quantum Leap award for leadership and innovation. She has also served as a Member of the Ad Council Board of Directors and the 4A’s.

What does your typical day look like and how do you make it productive?

I like to begin my day with a workout to get the blood flowing and spark ideas. While no two days are alike, they typically consist of internal meetings with my leadership team to discuss progress on key initiatives across our 10 offices and external meetings with our clients to stay current on their most pressing issues and opportunities. Outlining my priorities for the day and regular communication with our clients and my agency leadership team helps me stay productive and the focused on the mission at hand. The more communication I have, the more productive I can be in strategizing innovative ways to build solutions and push the agency forward.

How do you bring ideas to life

Ideas are brought to life through radical collaboration: when exceptional talent comes together to focus on achieving the same goals. At CP+B, we stand by the belief that The Best Idea is Boss; not the biggest title. It doesn’t matter where a great idea comes from – if it changes culture and creates business momentum for our clients, we move forward with it. Whether we are collaborating across geographies or having a simple round table discussion, we assemble powerful teams with unique points of view to conceive of and execute on bold ideas.

What’s one trend that really excites you?

I’m excited about the shift from brand messaging to brand actions. Rather than brands telling consumers their message, today it is authentic brand actions and behaviors that are changing culture. Taking a “deeds not words” mentality is really important in walking the walk and living up to a brand’s promise. It is bold brand actions that give people a reason to believe in your brand’s mission and purpose.

What is one habit of yours that makes you more productive as a CEO?

I approach leadership with equal amounts of vision and follow through. A great idea is only great if it actually happens. So for me, it’s really important to be as focused on execution as I am on vision to ensure our plans are tangibly realized.

What is the best $100 you recently spent? What and why?

Purchasing a Fitbit has reenergized my day. I’ve always been good at getting a workout in the morning but it reminds me that I need to get some steps in every hour versus just sitting through meetings for hours on end. The device reminds me to take breaks and recalibrate in between commitments.

What software and web services do you use? What do you love about them?

I love utility apps that allow me to go about my day to day seamlessly. With a global job, these include weather, world clock and maps to anticipate what to pack, travel times and the appropriate time to make international calls. Twitter offers a quick recap of happenings in the world, and Instagram captures the memories of my travels and a fun view into those of others’.

What is the one book that you recommend our community should read and why?

I love Murakami’s “What I Talk About When I Talk About Running.” It’s honest, human and offers a lot of perspective on how to honor the important things in life.

What person has influenced you and your career?

It’s difficult to choose just one. There have been a number of people throughout the years that championed my progress and believed in me, and it is with that support that I have been able to accomplish what I have thus far.

If you were to start again, what would you do differently?

It’s easy to see things one would do differently in hindsight, but I suppose the one thing I try to impress on those starting out is to have confidence in themselves and not get too distracted by fear. Everything seems scarier and of bigger consequence when you are experiencing it for the first time, but if you focus your energy on pushing fearlessly forward, you are bound to create more positive outcomes than you even thought possible.

Key Learnings

  • A great idea is only great if it actually happens. So for me, it’s really important to be as focused on execution as I am on vision to ensure our plans are tangibly realized.
  • Ideas are brought to life through radical collaboration: when exceptional talent comes together to focus on achieving the same goals.
  • The one thing I try to impress on those starting out is to have confidence in themselves and not get too distracted by fear.

Connect:

LinkedIn: https://www.linkedin.com/in/lorisenecal
Instagram: https://www.instagram.com/digitalori/
Twitter: https://twitter.com/digitalori