It’s not a small feat to be listed as one of Most Creative People 2017, but Lori Senecal doesn’t really believe in not making big impressions. Noted for her work for emboldening clients, it’s been big bold moves and innovation that earned her spot on the list.
When the beloved basketball franchise NBA 2K released its most current version in fall of 2016, it had a new inventive feature that encouraged players to link their NBA 2K profile directly to their Fitbits. This allowed them to improve their in-game characters to improve its abilities based on how many real-life steps the players took. This was in part facilitated by Senecal and CP+B, the company she watches over as CEO.
Another win for Senecal and CP+B came from the now infamous removal of artificial ingredients from its Mac & Cheese by Kraft Foods, reports Ad Week. This healthy change would alter the coloring and possibly a minor taste difference, a change that might alienate parents of picky eaters. CP+B advised against promoting it initially, letting over 50 million boxes be sold first. After which an ad campaign was released that copped to the changes that went viral, generating over a billion free media impressions.
Lori Senecal recognized her drive for success early, taking lessons from her high school years as a student coach for her school’s gymnastics team. This provided her with valuable traits in communications and goal setting that would follow her through life, she revealed on Medium. It gave her the direction she needed to move into the business world as an adult, knowing her true strengths lied with leadership and guiding others to success through well-planned strategies. Over the years she used this passion to rise to the position of president of the New York office of McCann Erickson, where she developed successful campaigns for companies like Xbox and Coca-Cola.
Senecal was appointed as CEO of CP+B most recently, bringing her years of experience to the company. She credits her drive on planning to never stay in her comfort zone. This drives her to keep one step ahead of the normal, pushing innovation in her industry. View her full profile on crunchbase.com.