Lori Senecal’s Legacy as CEO for CP+B

Lori Senecal has been the Global CEO for CP+B since March 2015. She has been instrumental in transforming CP+B into a global agency. Lori is, however, expected to exit from her role in the company at the end of this year. Lori has been responsible for overseeing CP+B’s growth and expansion while managing the agency’s nine international offices.

According to Fast Company, in October 2015, Lari Senecal made one of her biggest contribution to the firm by landing American Airlines. Her leadership prowess and focus helped to develop the agency, earning CP+B recognition from Advertising Age as being among “Creativity Innovators of the Year” while at the same time naming Lori among top four “Agency Executives to Watch” in 2016. She approached leadership with visions and the determination to ensure their actualization with tangible results.

Senecal is a pioneer in creating innovative advertising techniques. She also specializes in innovative technology solutions, which solve business problems. CP+B have continued to provide world-class results for clients by use of new and broad creative toolbox that fully utilize technology, and Senecal has ensured that the firm maintains its status in the industry. She believes in the use of communication to enhance productivity in innovative strategies as well as building solutions that drive the firm forward. During her tenure at CP+B, Lori ensured international consistency and strengthened the local position of the agency.

About Lori Senecal

Lori graduated from McGill University with a Bachelor’s degree in marketing and finance. She served as President of McCann Erickson in New York where she helped major brands like Xbox and Coca-Cola in developing successful advertising campaigns. Lori also served as Global Chairman and CEO of KBS where she managed to grow it from a 250-person agency to over 900 people.

Lori Senecal has been the Global CEO for CP+B for two years. She has received an award from AWNY Game Changer Awards with a Quantum Leap for leadership and innovation. Senecal also served at Ad Council Board of Directors and the 4A’s as a member.

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See more: http://www.thedrum.com/news/2017/05/16/how-cpb-getting-its-miami-mojo-back-with-brazilian-twist

Kate Hudson’s Fabletics is Taking on Amazon and Winning

Not too many companies can say that they are taking on Amazon and winning, but that is exactly what Kate Hudson’s Fabletics has been doing for the last three years. Even though Amazon commands a staggering 20 percent of the online sales in fashion, Fabletics has amassed over $250 in sales in only a few years. These numbers appear to be growing, and this is quite an accomplishment considering the size and strength of competition in this crowded space.

 

Hudson was recently asked to comment on the success of her athleisure brand, and she says she owes it all to her membership platform and a shopping process known as reverse-showrooming. Unlike Amazon, the women who come to the Fabletics retail stores at the mall are in for a completely unique shopping experience. They sign-up for a free membership and follow-up with a Lifestyle Quiz that complements the membership. Women are not pressured by sales associates to buy, in fact, they are encouraged to simply try on the active-wear and workout apparel, making sure the find things that fit perfectly.

 

Now even though many women do not buy on the spot, here is where reverse-showrooming kicks into high gear.

 

All the items that were worn in the retail store were added to the online profile of the consumer. Later when things are less hectic in the day, these same women return to the Fabletics website and continue shopping. Since they already know what sizes now look great on them, they can choose workout apparel that is in different colors or styles they want. There is no guess-work at this point because the shopper knows what looks great on their body and can now shop without worry. As a member of the Kate Hudson’s Fabletics website, shoppers get discounts and free shipping on all orders. This is part of the reason buyers are lining up to buy Hudson’s athleisure brand.

 

Consider that anyone who took the quiz gets a personal shopper too, just more in the way of exceptional treatment for customers who deserve more than what Amazon offers. Members at Amazon get to pay $79 a year for 2-day shipping, and nothing more. Fabletics members have a shopper choosing clothes for them once a month for consideration, nothing ships without the final approval of the buyer at Fabletics either. Women are raving about the ease in which they can get their hands on the latest fun styles for working out or lounging in their days off.