Larry is a globally known expert on public relations and marketing services who founded multiple successful public relations and interactive marketing agencies, authored five forward-thinking marketing books and co-founded the largest interactive advocacy organization in the world.
Larry is recognized as a thought leader on how software, the Internet and digital technologies have created seismic shifts in the practice of marketing that deliver entirely new levels of customer engagement. Today, Larry’s focus is on how this marriage of technology and marketing has created a powerful platform for authentic marketing across paid, earned and owned channels, further advancing the evolution of the discipline.
Larry helps both multi-national and emerging companies harness authentic marketing strategies – including reinventing themselves around this new form of good – to create powerhouse brands. Among the companies Larry has counseled are: ARM, AT&T, Boston Scientific, Coca-Cola, General Electric, General Motors, IBM, John Deere, Kaiser Permanente, Microsoft, PTC, Pittsburgh Steelers, SAP and Verizon Wireless.
In 1987, Larry started his own public relations company, The Weber Group, which within a decade became the world’s largest public relations firm. The Interpublic Group of Companies purchased The Weber Group in late 1996, and in early 2000, Larry was named chairman and CEO of Interpublic’s Advanced Marketing Services, a $3 billion unit with 12,000 people, and included the company’s public relations, research and analytics and entertainment holdings.
Larry serves on a number of boards of corporations, non-profits and academic institutions. He is the Co-founder and Chairman of the Board of Directors of the Massachusetts Innovation and Technology Exchange (MITX). He also serves of the Board of Directors for Pegasystems, Inc. (PEGA) in Cambridge, Mass. and Macromill Group (TYO:3730) in Japan. He is a guest lecturer at Tuck School of Business at Dartmouth College. In 2013, Larry was a speaker and a member of Oxford’s winning 2013 Union Debate team at the annual Silicon Valley Comes to Oxford.
Larry has authored five business/marketing books, including The Provocateur: How a New Generation of Leaders Are Building Communities, Not Just Companies (Random House/Crown Business, 2002), business bestseller Marketing to the Social Web: How Digital Customer Communities Build Your Business (Wiley & Sons, 2007, second edition, 2009), Sticks & Stones: How Digital Business Reputations Are Created Over Time…and Lost in a Click (Wiley & Sons, 2009), Everywhere: Comprehensive Digital Business Strategy for the Social Media Era (Wiley & Sons, 2001) and The Digital Marketer (Wiley & Sons, 2014).