Lori Senecal: A Change-Oriented Leader

Since becoming the Chief Executive of CP+B in the year 2015, Lori Senecal has effected many changes that have seen the company grow in revenue by 21 percentage points. Senecal’s approach is based on pushing risk-taking by employees. She asserts that “Creativity is not just a talent, but a behavior.” Here are some of the changes she has affected that embody her approach as the leader.

Kraft Mac and Cheese

In 2015 when Kraft scrapped off artificial ingredients from its mac and cheese recipe, CP+B was against its promotion, fearing that this will lead to the alienation of parents, fastidious kids. However, this leads to the sale of over 50 million boxes which made the company change its mind about the move. This success story created massive free media impressions.


CP+B was the creator of Letgo app, an app that allows its users create slick TV-style adverts for the used stuff they are selling. The app has so far had over 45 million downloads, and the trend continues.


In the fall of 2016, NBA 2K basketball video game was released by 2K. CP+B rode on the opportunity and took advantage of Fitbit to a new level by inviting the enthusiasts of the game to integrate their NBA 2K profiles with their Fitbit accounts. In return, the process was useful in boosting their simulated characters’ capabilities based on the real-life steps.

About Lori Senecal

Lori Senecal is a change leader who applies her intuitive, leading strategies in creating positive changes in the working environment. She is the Global CEO of CP+B, a global ad agency. She oversees the operations of the agency’s ten international offices and has been influential in expanding the agency since she joined its ranks in 2015.

Under her stewardship, the agency has grown to become an inventive, collaborative and agile company offering consistent international innovations. The agency was named among 2017’s “Creativity Innovators of 2017.”

Before taking her role at CP+B, she used to be the CEO and Chairman of KBS. During her tenure at KBS, she grew the company from a local status to an international status. The company was named among the “Best Places to Work in New York City” by Crain. The company also made its way to ADAge’s list of “Standout Agencies.” Lori Senecal is a holder of a Bachelor of Commerce degree from McGill University. Follow Lori on Twitter.

Bio: http://inspirery.com/lori-senecal/

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