Larry Bruck

Larry Bruck


As Chief Operating Officer of Leo Burnett USA, I acquired extensive experience across all marketing channels and excel at driving efficiency and innovation in organizations that thrive on creativity and ideas. While my recent focus has been on change management and “operations”, my heritage is one of marketing excellence having excelled in leading large marketing teams and business development efforts. This combination gives me a broad and unique skill set including both external facing marketing innovation and business development capability coupled with internal facing operational excellence geared to optimize the organization’s core competencies. Together, the end result is organizational alignment ensuring the company is well prepared to efficiently deliver its business strategy with impact and exceptional value.

I have broad experience driving organizational change. Re-engineered internal digital agency, consolidated four production groups into a unified multi-platfrom offering, led agency move to off-shore production and developed an internal technology agency (LB Works). Comfortable with complexity and have the ability to distill, simplify and leverage new ways of working for better, more cost efficient ways of going to market delivering enhanced ROI.

Work History

Work History
2007 - 2009

Chief Operating Officer

Arc Worldwide (Leo Burnett/Publicis)

Held this position concurrent with Chief Operating Officer of Leo Burnett USA. Served as acting General Manager of the agency in addition to merging operations with Leo Burnett USA.

2005 - 2009

Chief Operating Officer

Leo Burnett, USA

Re-engineering Leo Burnett & Arc operations with direct oversight of the Digital, Production, Enterprise Technology and Creative Resource Management Departments. Created an industry leading integrated communications service model and industry first multi-platform production offering.

· Spearheaded organizational change initiatives to overhaul business models,

  practice management strategies, and business processes.

§Led merger and integration of two distinct brands, Arc Worldwide and Leo Burnett, into single business entity with properly aligned goals, integrated resources, and optimized capabilities.

§Overhauled agency digital offering based on Digital Exchange service model, forging strategic alliances for collaborative digital solution offerings.

§Enhanced Creative unit productivity ~20% by instituting Creative Resource Management concept.

§Unified 4 disparate production groups into standard-setting, cross-platform, service delivery model.

·Slashed production costs 50% and created incremental annual revenue stream of $5M by guiding development and implementation of cutting-edge digital workflow production solution.

·Forged relationships with outsourcers and offshore production firms for cost savings of up to 75%.

·Reduced operational overhead through productivity enhancements that enabled 7% headcount reduction and $4M cut in freelance expenditures.

2000 - 2004

Executive Vice President

LB Works (a Leo Burnett Company)

Member of lead team challenged with converting a misguided technology agency acquisition (TFA) into a viable offering. Responsibility included direct oversight of both the Account Management and Business Development Departments. Transformed agency from an $18MM loss to a profitable enterprise.

·Salvaged technology agency acquisition transforming $18M loss to profitability in just 18 months. Grew billings from $20M to $450M in just 2 years with 80% customer acquisition rate.

·Secured key account wins that included Gateway, EarthLink, Starbucks, and Lexmark.

1997 - 2000

Senior Vice President

Leo Burnett, USA

Developed an internal agency group designed to capitalize on the emerging brand market segment. Won 90% of new business pitches at a time when targeted clients did not want to work with a large agency.

·Forged new business unit with fresh organizational structure specializing in adaptable and flexible service delivery of innovative solutions for dot-com entities.

·Secured $60M in new billings over 3 years, which translated into $7.5M in incremental revenue, with new business close ratio of nearly 80%.

·Established stringent financial controls to ensure ongoing credit worthiness of existing and prospective clients, which sustained profitability despite dot-com crash.

1981 - 1997

Senior Vice President

Recruited as Assistant Account Executive and promoted quickly through ranks to Senior Vice President position overseeing account management activities. Cultivated and managed relationships with key client stakeholders and executives at high-profile accounts like McDonald’s, Maytag, Kellogg’s, and RCA. Crafted branding and marketing strategies for product launches and brand repositioning initiatives.


1997 - 1998

Executive Management Program

Selected as Leo Burnett representative to attend the Kellogg Management Institute; executive management program at the J.L. Kellogg Graduate School of Management.
1976 - 1980

Marketing & Management



Operational Innovation

Strategic Planning

Change Management

Business Development

Integrated Communications