Larry has a very unique background. He spent his entire advertising career at one single agency – Grey Worldwide. Over a 35-year span, he personally led every agency discipline with the exception of creative and production. Larry knows the agency business from inside out.
Over his career, Larry led account services and headed marketing services (research, account planning and strategy development). He even served as an interim Media Director. Larry led the agency’s move into interactive communications long before it was widely recognized (or accepted).
Larry understands accountability. Results were the mantra he lived by. As Grey’s Chief Strategic Officer, Larry worked closely in the development of successful marketing, creative and media strategies for all major Western Division clients including Bank of America, Honda Motorcycles, BMW, Taco Bell, Pedigree, Roman Meal and Vons Grocery. There isn’t a major product category Larry hasn’t touched. Larry also brings a wealth of experience in business development. He led Grey’s business development efforts in the West for nearly eight years.
This wide array of experience led Larry to become part of a managing triumvirate that oversaw Grey’s Western Division. He retired from agency life as Vice Chairman of the Los Angeles office and operated a successful consultancy for a number of years.
Larry was also an Adjunct Professor of Marketing at his alma mater, California State University Northridge, where he also served on the Board of Business Advisors. He is a former Trustee of Independent Colleges of Southern California and a past Director of the American Advertising Federation.
Larry believes in volunteerism serving those in need. He rose to become national Chairman of the Board of the Alzheimer’s Association and was responsible for bringing the organization a strategic discipline that led to cohesive branding emanating from an integrated marketing approach.
Larry lives with his wife, Maureen, an hour north of Dallas, Texas. They have four children and eight grandchildren.