Larry Light

Larry Light


Larry Light is the Chief Executive Officer of Arcature, a marketing consulting company that has advised a wide variety of marketers in packaged goods, technology, retail, hospitality, automotive, corporate and business-to-business, as well as not-for-profit organizations.

Larry’s branding principles and methods have been used by small and large marketers in packaged goods, durable goods, high technology, financial services, hospitality including hotels and restaurants, media services, automotive, corporate and business-to-business marketing.

Prior to consulting, Larry worked on the advertising agency side as a senior executive at both BBDO and CEO of the International Division at Ted Bates Advertising. He was a member of the Board at both of these organizations.

Larry also worked on the client side, as the global CMO of McDonald’s from 2002-2005 where he was directly and intimately involved in one of the most recognized and lauded brand business turnarounds. From 2010 to 2014, Larry operated as Chief Brands Officer of the global hotels group IHG, a consulting role with line authority.

Along with Joan Kiddon, Larry Light authored a book, Six Rules for Brand Revitalization, describing Arcature’s approach to rejuvenating brands while producing measurable business results.

Additionally, Larry has provided expert witness testimony and counsel in legal proceedings regarding brand equity. He has also represented the marketing industry at Federal Trade Commission hearings and before both House and Senate committee hearings on legislation affecting marketing.

He has taught at New York University, Wharton, Indiana University, and Northwestern’s Kellogg Graduate School of Management. He has designed and conducted executive education programs for consumer, industrial and service companies worldwide.

Larry has been invited to speak at a wide variety of industry and client meetings including such organizations as the American Marketing Association, the Association of National Advertisers, the Advertising Research Foundation. Larry has been quoted in articles in Fortune, Forbes, Business Week, Financial Times, Wall Street Journal, New York Times, Advertising Age, AdWeek among others.

Larry innovated marketing concepts such as Problem Detection, Brand Journalism, PhotoSort, Six Principles for Brand Revitalization, Plan to Win, Freedom within a Framework, Trustworthy Brand Value and so on. In summarizing the top ten ideas of the decade, Ad Age selected Larry Light’s “Brand Journalism” as “arguably the most realistic description of marketing today -- perhaps ever."

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Joan Kiddon

President and COO

Joan began her career in 1976 as a market researcher at BBDO Worldwide in New York. In 1978, she moved into Account Management working with clients such as RJ Reynolds Tobacco (Camel) and Food Products, (Hawaiian Punch, and frozen foods). She was the head of marketing and market research for BBDO West, Los Angeles, from 1980 until 1986. In 1990, she joined Arcature. Joan consulted to McDonald’s during its brand turnaround from 2002 until 2005. Joan Kiddon is the co-author of Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands.