President | LMA Communications Inc.
Larry is the founder and chief executive officer of LMA. He commenced his marketing career with Procter & Gamble. Working in their advertising department, he was brand manager on such well-known products as Crest, Scope, Secret, Pampers and Ivory. Moving to Frito-Lay (PepsiCo), he was category manager for their potato chip products.
Next, he moved to the service side of the business, spending several years at Bozell Canada (at the time, one of the world’s “top 10” advertising agencies), latterly as managing director. During his tenure, he created a hospitality division, which served Four Season Hotels, Howard Johnson, and American Airlines as clients. It was the era of giant agency mergers, and Larry took the decision to hang his own shingle, founding LMA, twenty-two years ago.
Upon founding, LMA was promptly charged with the role of strategic director for Preferred Hotels and Resorts Worldwide. LMA conducted worldwide surveys and wrote the strategic plan that is still in place today. In addition to Preferred, LMA increased its hospitality business, with hotel clients in North America, Asia and Europe.
Larry is the most highly published writer in the field of hospitality marketing and management, syndicated weekly in six leading industry publications. He is an associate of G7 Hospitality and a member of the Cayuga Hospitality Advisors, and a speaker at industry conferences in Europe, Canada and the Unites States.
His knowledge of marketing has been demonstrated through the accumulation of more awards for LMA at HSMAI (Hospitality Sales and Marketing Institute) than any other Canadian. This also includes the only win outside of the Untied States of the coveted Platinum level award and recognition as the Worldwide eMarketing Agency of the Year.
This past summer, Larry published a 396-page book entitled,“Are You an Ostrich or a Llama? Essays in Hospitality Marketing and Management,’ the first Canadian business book addressing issues specifically for hotel managers. The book is available through Amazon, Indigo and Barnes & Noble.
Larry holds a Honors Bachelor of Engineering degree from Concordia University (Montreal), a Masters of Business Administration from McMaster University (Hamilton), and is a registered Professional Engineering accredited in the Province of Ontario. He lives in Toronto with his wife of thirty years (Maureen) and a 120-pound Bouvier des Flandres named Caesar. His two children, Sam and Adam are both active in the business.