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."