It’s hard to believe that one of the most creative minds in the advertising industry was once just an unknown gymnastics coach. Nowadays Lori Senecal is known for her innovative advertising and marketing strategies. She has been highly successful despite being a self-proclaimed shy introvert. How does a gymnastics coach with a small personality become a pioneer in the advertising industry? The answer is through relentless effort and a consistent work ethic.
Senecal had the urge to pursue a career in business since she was in high school, but was sidetracked by her love of gymnastics. She even competed in competitions before turning to coaching because of her height. Senecal attributes much of her success to her time as a coach. She believes many of her leadership skills were learned and honed during this time. Even though Senecal loved coaching she eventually decided to put all her energy toward pursuing a career in business and enrolled in Montreal’s McGill University as a business major.
Senecal moved to Toronto after earning her degree and took a job in the media department of Vickers & Benson to work on the Ford account. After the demise of Vickers & Benson Senecal became the Canadian lead on the Coca Cola account.
With urging from colleagues who knew Senecal was capable of more she moved to New York to take on bigger goals. In the U.S. she was really able to showcase her creative marketing techniques. She quickly gained notoriety as an innovator and she recently spoke at the 3% conference.
Soon major agencies began courting the female leader. Kirshenbaum Bond & Partners was among the first to offer Senecal a job. KBP was impressed not only by her business knowledge, but by her personality overall. Because of this, Senecal was brought on as president, partner, and CEO. The company has since changed its name to Kirshenbaum Bond Senecal & Partners.
Lori Senecal is the first global CEO of CP+B. More details can be found on Adweek.