The Curious Case of Lori Sencal: A Rare Talent for Bringing Out the Best in Others


Lori Senecal is the Global CEO for Crispin Porter + Bogusky (CP+B), overseeing the company’s global development and expansion. Though she’s been with the agency for just two years, she has already led the way for substantial growth and innovation.

Under Senecal’s guidance, CP+B was recognized in Advertising Age’s “Creativity Innovators of the Year” award, and Lori was named as one of 2016’s “Agency Executives to Watch.” CP+B also saw revenue growth of 21 percent in Lori’s first year.

An Unexpected Beginning

Lori’s origin story is hardly the stuff of legend. She was born in Canada, where she grew up and attended college before pursuing professional opportunities in the United States. Born the fourth child of a schoolteacher and a shop owner, Lori quickly discovered that the only way to be noticed was to stand on her own achievements.

At an early age, she honed a taste for competitive drive by pursuing gymnastics, excellent at the sport and even coaching it before attending college at Montreal’s McGill University to study business, eventually finding a passion for marketing that would form the foundation of a lifelong successful career.

 Unlikely Leadership

Like many other businesspeople, Lori Senecal graduated from university with a degree in Sales and Marketing. However, she soon made a name for herself through dedication and a rare talent for bringing out the best in people and companies alike.

Since 2003, Lori has worked with major brands including Staples, Coca Cola, Nabisco, Sprint and Nestle. Much of her success comes from a combination of risk-taking, creativity and a deep understanding of what it takes to make a team rise to the occasion.

Going Against the Grain

Despite her impressive successes and a history of innovation and positive workplace culture changes, Lori Senecal does not exactly fit the expectations of an advertising industry mogul.

At times shy and introverted, Lori lacks the bombastic personality of some of the industry’s big names. Instead, she prefers to let her work speak for itself, and her successes have painted a picture of a steely-nerved expert who’s not afraid to take risks and push past the edge of the envelope.

Thanks to her talent for boosting the productivity and creativity of those she works with, she’s quickly gained a reputation as the go-to person to bring into a team during periods of critical transition. Turning small-but-promising ideas into globalization-ready, future-facing businesses is Lori’s specialty.

Though her more serious nature can be off-putting for some who are accustomed to gregarious advertising and marketing specialists, Lori has turned it into a strength. Modern businesses value authenticity, and many of her clients view her more down-to-earth approach as refreshingly straightforward.

Awards and Accolades

Lori Senecal has received attention for her numerous achievements and has been awarded multiple accolades over her career thus far. Some of her achievements include:

– “Quantum Leap Award” for leadership and innovation

– Acting as Jury Chair for Issac Awards

– “Creativity Innovators of the Year” award

– “Agency Executives to Watch”

– AdWeek’s Power 100 list of top leaders in media, marketing and tech

– Fast Company’s “Most Creative People in Business” designation

– “Women to Watch” list by Advertising Age

Despite her multiple accolades, Lori’s greatest successes may remain those that can be seen daily in the growth and strength of companies beneath her leadership. During her time at CP+B, the company has not lost a single client. This is nearly unheard of in the fast-paced marketing world, and it speaks to the overwhelming success of a tightly run and efficient company with superior leadership.

Lori also took the helm for increasing global presence, scoring major deals like American Airlines and building the foundation of a long-lasting and strong worldwide management structure that will serve the organization well into the future.

The Future

Lori Senecal will be stepping down from her position at CP+B at the end of 2017 as she plans to retirement from the advertising business at that time.

Her departure has been known by CP+B since before she accepted her role as Global Chief Executive Officer. Her position at CP+B was purposely built for a short tenure as the company sought to take advantage of her organizational strengths and management expertise in order to strengthen and build the company and grow its global presence.

In preparation for her retirement, new leadership members have been groomed to step into key positions and protect the legacy she leaves behind.