Lori Senecal has been named as one of the most innovative people by Fast Company. She has boosted revenue at Crispin Porter + Bogusky by twenty one percent ever since she started over there, and this was because she pushed innovation and risk taking. She came up with various innovative marketing ideas for various companies with much success, including Kraft, LetGo, and NBA 2K. Senecal offered employees at Crispin Porter + Bogusky classes in venture capital, not so that they should start their own businesses, but so that they should start thinking like entrepreneurs and test out innovative methods. She knew that she needed to transform her employees into innovators. That is a lot harder than just writing it down on a whiteboard or giving a lecture. Researchers have studied how Lori Senecal managed to do it at Crispin Porter + Bogusky, and came up with several conclusions, according to Bloomberg.
First of all, you need to hold strategic conversations. In these conversations, you should discuss the goals that you want to achieve, but not the methods. The methods and ideas are something that you should let employees come up by themselves. You should also offer structured opportunities for discussions. Finally, empower employees who step up with new ideas and come up with new ways to change the way of doing business. Reward them and help them out.
Lori Senecal is the Global CEO of Crispin Porter + Bogusky. She is in charge of global expansion and growth, as well as coordination between the ten offices that they have. She studied at McGill University, where she got her Bachelor of Commerce in Marketing and Finance. She worked at McCann Erickson, where she helped found the TAG Ideation section. She was also the Global Chief Innovation Officer, and she went on to head the New York office of McCann Erickson. She then became the President and CEO of Kirshenbaum Bond Senecal + Partners. She finally joined Crispin Porter + Bogusky. She was named among only four Agency Executives to Watch by Advertising Week for the year 2017. She was also named among the top Creativity Innovators of the Year.