How Lori Senecal Approaches Leadership

For several years Lori Senecal was a top executive in the advertising business. Throughout her career she has encouraged her staff to be innovators and people willing to take risks. At one company she led, KBS+, she offered a venture capital course to her team. The goal wasn’t for them to go found their own company but rather get them in the mindset of being an entrepreneur.

Getting a company’s culture to change and improve has been an idea that has been around for decades. Getting people to be innovative requires far more than giving a grand speech or throwing ideas on a whiteboard, she says. One researcher, John Kotter, said that when it comes to change programs companies implement two-thirds of them fail. The main problem with them is that they’re implemented with a top-down approach which almost never ends well because they just don’t motivate employees.

Lori Senecal is able to get employees to buy in to her change programs because she uses a different approach. While at KBS+ she once held a competition designed to improve both the morale and operations of the company. She crowdsourced ideas from all of the employees of the company. The one that won was the idea of two employees who were among the youngest there. She says the best way to lead people is by truly and actively listening to them, not by issuing commands. Check out fastcompany for more

Lori Senecal is from Canada. After graduating from McGill University she moved to New York City and joined the marketing industry. At her first company, McCann Erickson, she came up with an idea to market to younger people in a new way. The result was a program called TAG Ideation which is still being used by the company 15 years later.

The last company Lori Senecal worked for in that industry was Crispin Porter + Bogusky. She was the Global CEO of the company until she resigned at the end of 2017. During her time she helped the company create a robust international presence. She has been recognized for her great work, such as in 2017 when she was named the Creativity Innovators of the Year” award winner by Advertising Age.

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