Londre Marketing Consultants, LLC

Londre Marketing Consultants

Curriculum Vitae

LARRY STEVEN LONDRE
.(JavaScript must be enabled to view this email address)
www.LondreMarketing.com

11072 Cashmere Street, Second Floor
Los Angeles, CA 90049
310.889.0220 office
310.403.0220 cell

Senior Marketing, Advertising, Business and Media Executive. Client experienced. Advertising Agency background. Business Strategies, Marketing and Advertising Senior Lecturer. Expert Witness. Forensic Consultant. Deposition tested.

Areas of Expertise:

• Marketing campaign strategies/tactics/programs/planning, advertising, sales, new business development, rollouts, direct marketing analysis/targeting, expert witnessing, e-business, strategic partnerships and alliances, branding, sales promotion, events, collateral materials/programs, events, business to business (B2B) marketing, business to consumer (B2C) marketing, advertising agencies and effectively identifying marketing opportunities for regional, national and international/global business organizations.

Expert Witness Cases Involved:

• Marketing, Advertising, breach of contract, business practices, contracts, sponsorships, advertising violations, false advertising, trade libel, media, trademark infringement, intellectual property, usage of models, media, advertising agencies, theft of trade secrets, client business practices, unfair advertising, deceptive advertising, violation of Lanham Act, unjust enrichment, trademarks at issue, comparative advertising/promotion, licensing, packaging, the value of advertising and media campaigns. Cases also included contracts between advertising agencies, clients, advertisers, suppliers, production firms and media.

Served as an expert witness, provided litigation support in both state and federal courts, plus American Arbitration Association. Expert consultation services for attorneys and law firms in California, New York, Washington, Texas, Florida, South Carolina, Michigan, Missouri, Pennsylvania, Utah, along with the American Arbitration Association.  Litigation support, approximately 51.1% plaintiff and 48.9% defendant cases.

Selected list of companies worked for or with: DIRECTV, GE Capital, Vons Grocery, The Music Center of Los Angeles/Performing Arts Center of Los Angeles, Verizon/Bell Atlantic, SBC, Disney, Alliance Environmental Group, Ritter Pharmaceuticals/Lactagen, Barr Engineering, DHX - Dependable Hawaiian Express, DGX – Dependable Global Express, Southern California Edison, Sheraton Hotels and Resorts, SPNB, Bank of America, Beverly Hills Savings, RKO, NME, BMI, Beverly Hills Courier/San Marino Tribune/Herald Tribune, Applause, the University of Southern California, State of California.

Public Service Organizations served: Advertising Club of Los Angeles, thinkLA, Ad Relief, formerly Advertising Industry Emergency Fund (AIEF), Los Angeles Fire Department, California Special Olympics, Partnership for a Drug Free America, Town Hall, L.A. Downtown Marketing Group, LACVB, Westwood Hills Property Owners (Homeowners) Association, The Music Center of Los Angeles/Performing Arts Center of LA Education Division.

Concurrently for 35+ years Senior Lecturer/Lecturer in undergraduate and graduate programs at the University of Southern California (USC - Annenberg School for Communication and Journalism and Marshall School of Business), California State University, Northridge (CSUN), Loyola Marymount and Pepperdine University.

Professional Experience

MARKETING CONSULTANT/ EXPERT WITNESS—LMC Marketing, Los Angeles, CA
2001 to Present, and 1994 to 1997
Independent Marketing Consultant Group

Provide expertise in campaign strategy, new business development, rollouts, advertising, collateral programs, expert witnessing, market penetration, and effectively identifying marketing opportunities for local and national business organizations.

Selected clients include: GE Capital-ResCom (subsidiary of GE);USC; Getty Museum, Cedars-Sinai; Alliance Environmental Group, ICL Systems,Saturday Nightmagazine, theHerald Tribune, Barr Engineering, HRCS, and the Printing Industries Association, Inc. of Southern California.

• GE Capital-ResCom (subsidiary of GE) - Engaged as National Marketing Director. Consistently exceeded monthly goals for market penetration as a result of national telephone, cable and security systems introduction campaign in all media.
• Herald Tribune (publication) - Introduction and marketing strategies made a major impact on this new publication, generating the largest weekly circulation west of the Rockies for targeted, segmented market in Pasadena and San Gabriel Valley.

Concurrently, for 35+ years, taught in the undergraduate and graduate programs at the University of Southern California (Annenberg School for Communication and Journalism, and Marshall School of Businesss) USC, California State University, Northridge (CSUN) CSUN, Loyola Marymount and Pepperdine University.

My courses have included:

• MBAM 659andMBAM 660: Business Strategies Development, Execution and Implementation (Final, capstone classes in the MBA program at Pepperdine)
• MBFE 658: Strategic Marketing
• MKT 653: Integrated Marketing Communications (IMC)
• MBAM 619A and 619B: Business Strategies and Implementation
• COMM 599: Global Communication
• COMM 542: Business Strategies for Entertainment and Communication Companies
• COMM 541: Integrated Media and Communication Strategies
• GSBA 528: Marketing Management
• MKT 440: Integrated Marketing Communications
• JOUR 340: Introduction to Advertising
• BUS 307: Marketing Management
• MKT 304: Marketing Management
• MKT 100: Conceptual Foundations of American Enterprise

Frequent guest lecturer,at UCLA, Graduate School of Television, Film and Digital Media, “Trends in Television and Emergence of Multiplatform Media,” Orange Coast College,USC Marshall Lloyd Greif Center for Entrepreneurial Studiesprogram, and Marshall School of Business.

Taught spring semester, 2010 concurrently at University of Southern California (USC) and California State University, Northridge (CSUN). Taught fall 2010 at USC. Taught fall 2010, spring 2011 at USC, spring 2011 at UCLA.

Have conducted Marketing and Business Strategies Classes/Seminars/Webinars in USA, China, Hong Kong, Cuba and on the web. They have included “Power Marketing & Advertising: Planning, Developing and Executing Global Strategies,” “Best Global Marketing Tips, Techniques & Tactics for Marketing Executives in 2011,” and “Cuba: Insights, Keys and Observations in its Marketing and Advertising.” Preparing upcoming “Global Marketing & Advertising, including Planning, Tips, Tactics and Best Practices.” in Kuala Lumpur and Bangkok (2012).

 

DIRECTV, El Segundo, CA 1997 to 2001
Satellite Entertainment / Communications Company
MARKETING DIRECTOR, Special Markets and Strategic Partnerships

Created, orchestrated marketing programs, strengthened product positioning, improving marketing, established corporate partner/alliances, including the Telcos, planned strategies and promotional tactics. Built marketing team for special markets; hired, trained, mentored and motivated team.

• Competitively positioned company in several market segments by increasing customer base by 40% through marketing partnerships with Verizon / Bell Atlantic, Quest / US West, GTE, SBC / PacBell, and others.
• Instrumental in achieving a 43% increase in sales and over 200 third-party programs by securing and managing a major sales program targeted to residential, multi-family dwellings, hospitality, and private offices.
• Benchmarked highly effective 25-piece collateral marketing and advertising program for MSOs and key accounts, including nine-part “right-of-entry” sales kit. Designed and implemented simplification program for new dealers.
• Dramatically increased private office acquisitions by 321% and multiple dwelling units by 8.7%.
• Teamed with advertising firms to create television, radio, print and online media marketing campaigns.
• Executed innovative trade show and co-op trade show programs with 80 different partners and alliances. Acknowledged as “Partner of the Year” from Private Cable and Wireless Cable Magazine (1999).

Music Center of Los Angeles / Performing Arts Center of Los Angeles
1988-1994
VICE PRESIDENT OF MARKETING & COMMUNICATIONS

Award-winning leadership of numerous activities including marketing, promotion, public relations, advertising, fundraising, community access programs, special events, direct mail and collateral materials. Spearheaded planning and events for the 25th Anniversary celebration. Won eight PRSA and Publicity Club of Los Angeles Awards including “Best Southern California Program” for 1991 and 1992.

• Moved organization from a passive reactive model to proactive marketing model changing corporate vision that resulted in motivating executive team and staff.
• Important gains achieved, increasing annual fundraising by 7.3% and retail store sales by 450%.
• Innovative creation of LA Alive!, Dorothy Chandler Awards, Spotlight, Viva Las Artistas and TGIF Concert Series and fundraising events.
• Maximized presence of Education Divisions live arts programs, developing all aspects of program for heightened appeal and attraction to 1.2 million students throughout Southern California.

Grey Advertising-Worldwide / Grey Entertainment & Media, Los Angeles, CA1975 to 1983 & 1987 to 1988
Internationally recognized advertising agency

VICE PRESIDENT - MANAGEMENT SUPERVISOR (1987 to 1988)
VICE PRESIDENT - ACCOUNT SUPERVISOR, ACCOUNT SUPERVISOR, ACCOUNT EXECUTIVE (1975 to 1983)

Aggressive leadership with broad-based marketing responsibilities for national, regional and local entertainment / retail / sports / public service accounts. Fast track promotions to positions of increasing responsibility to VP-Management Supervisor. Handpicked for planning and execution of multimedia marketing programs.

• Increased four-year market share from 11.9% to 17.3% by creating and designing marketing and store opening campaigns for Vons Grocery Co. Spearheaded 73 televisions spots plus expansion into new, out-of-state markets. Created a hundred radio promotions, multiple markets.
• Maximized exposure of Bank of America, Showtime Cable Network and RKO Video/Pictures by designing national advertising and promotions campaigns.
• Earned a reputation for top-notch design of marketing and media promotions for ABC Television Network.
• Implemented creative marketing programs with vision and strategy for expansion of existing and new services for Southern California Edison.
• Achieved record-breaking fundraising dollars and involvement of highly public figures by developing high-quality public service advertising and event marketing for the California Special Olympics.

Walt Disney Productions/Disney, Burbank, CA
1980-1981
MARKETING MANAGER - MOTION PICTURES

Aggressive marketing leadership with broad-based marketing, advertising and media responsibilities for national, regional and local assignments.

• Developed marketing and advertising planning, worked on national releases for “Mary Poppins,” “The Fox and the Hound,” “The Devil and Max Devlin” and others. Plus EPCOT planning.

Abert, Newhoff and Burr—Los Angeles, CA
1983—1987
SENIOR VICE PRESIDENT

National, regional and local multimedia accounts at nationally recognized advertising agency.

• Created and designed advertising for 14 Sheraton Hotels and Resorts which surpassed all existing sales figures on hotel occupancy and won the 1985 “Agency of the Year” award from ITT Sheraton.
• Designed and created advertising for Beverly Hills Savings, National Medical Enterprises with 19 hospitals and an HMO, RKO Video/Pictures.
• Created and developed the award winning “There’s Nothing Cool About Fireworks,” an anti-fireworks program for the Los Angeles Fire Department. Saved approximately $30 million in property damage.  Won Belding, Clio, California League of Cities, and other awards. Continued participation with the Fire Department program for 14 years, through 1998.

Security Pacific Bank—Los Angeles, CA
1971 - 1975
MARKETING OFFICER
Responsibilities included creating, implementing and executing regional and community marketing, plus promotional, new business development programs. 

Professional Teaching Experience

For past 36 years, taught many subjects including Marketing Management; Business Strategies Development, Execution and Implementation; Business Strategies for Entertainment and Communication Companies; Advertising; Promotion; Integrated Marketing (IMC) and others in the graduate and undergraduate programs at the following schools and/or departments:

University of Southern California(includes Marshall School of Business, USC Annenberg School for Communication and Journalism),Pepperdine University,California State University, Northridge(CSUN), andLoyola Marymount University.

My courses have included:

• MBAM 659andMBAM 660: Business Strategies Development, Execution and Implementation (Final, capstone classes in the MBA program at Pepperdine)
• MBFE 658: Strategic Marketing
• MKT 653: Integrated Marketing Communications (IMC)
• MBAM 619: Business Strategies and Implementation
• COMM 599: Global Communication
• COMM 542: Business Strategies for Entertainment and Communication Companies
• COMM 541: Integrated Media and Communication Strategies
• GSBA 528: Marketing Management
• MKT 440: Integrated Marketing Communications
• JOUR 340: Introduction to Advertising
• BUS 307: Marketing Management
• MKT 304: Marketing Management
• MKT 100: Conceptual Foundations of American Enterprise

Frequent guest lecturer,at UCLA, Graduate School of Television, Film and Digital Media, “Trends in Television and Emergence of Multiplatform Media,” Orange Coast College,USC Marshall Lloyd Greif Center for Entrepreneurial Studiesprogram, and Marshall School of Business.

Taught spring semester, 2010 concurrently at University of Southern California (USC) and California State University, Northridge (CSUN). Taught fall 2010 at USC. Taught fall 2010, spring 2011 at USC, spring 2011 at UCLA.

Have conducted Marketing and Business Strategies Classes/Seminars/Webinars in USA and China. They have included “Power Marketing & Advertising: Planning, Developing and Executing Global Strategies,” and “Best Global Marketing Tips, Techniques & Tactics for Marketing Executives in 2011.” Preparing upcoming “Global Marketing & Advertising, including Planning, Tips, Tactics and Best Practices.” in Kuala Lumpur and Bangkok (2012).

Education

Master of Business Administration - Marketing, University of Southern California, Los Angeles (Dean’s List); GPA: 3.94; 1974.
Bachelor of Science in Business Administration - Marketing, University of Southern California, Los Angeles (Dean’s List); 1971.

Ongoing Professional Development

• TEDxUSC “Actions SpeakLouder!” Conference, 2011
• Media Leader’s Twitter, Facebook and LinkedIn Bootcamp at LMU, 2011
• USC Teaching with Technology Conference: Collaborative Networks, 2010
• TEDxUSC “Ideas Empowered” Conference, 2010
• USC Global Conference, Taipei, Taiwan, 2009
• USC Teaching with Technology Conference: The Power of the Edge, 2009
• Media Morphosis, Evolving Media, 2009
• USC Global Conference in Tokyo, Japan, 2007
• USC Asia Conference, Pacific Rim Executive Education Program, in Seoul, Korea, 2004
• USC Advanced Management Program, 1995
• USC Modern Marketing Program, 1994
• Town Hall Executive Series, “Leaders Talking To Leaders,” 1989
• Claremont University Graduate Advanced Management Program, 1983
• Online Behavioral Advertising: The US and EU Regulatory Regime, 2011

Articles Published; Authored Marketing, Advertising, Creativity and Media Articles

• Authored Business Section (front page) articles which appeared in the Los Angeles Daily News, on www.dailynews.com and on www.csun.edu/busecon/. Plus articles published in Advertising Age on Internships, in ADWEEK on creativity and slogans, Advertising Club of Los Angeles Official Publication, AdL.A., and in FEWA Newsletter.
• “How to Create a Marketing Strategy,” 08/28/09
• “Product Placement, a Big Part of Media,” 09/29/2009
• “Census is a Crucial Tool for Marketing,” 08/25/09
• “Precision Pays Off in Advertising Strategy” / “This Space for Rent,” 07/21/09
• “Develop a Game Plan for Pricing Decisions,” 06/02/09
• “Mother’s Day a Triumph of Marketing,” 05/05/09
• “Super Bowl Ads: Were They Worth the Millions,” 02/02/09
• “Advertising Around the Globe Subject to Nip/Tuck/Enhance,” 01/13/09
• “Americans Still Count the Penny,” 11/11/08
• “2010 Census as a Marketing Resource,” October, 2009, Newsletter of FEWA, a Professional Association of Consultants Providing Expert Services
• “Summer Internships,” fifth in a series, 1997
• “Summer Interns: Pay Now, Reap Later,” Advertising Age, 08/1988
• “So You Think You Know Advertising,” ADWEEK, 02/11/85
• “Test Your Ad Sense,” ADWEEK, 06/11/84
• “Let the Londre Quiz, Test Your Ad Sense,” ADWEEK, 09/12/1983

Awards/Acknowledgements

• “Polished Apple” Award Recipient, honoring commitment to students at California State University, Northridge, 2008
• USC Parents Association Teaching and Mentoring Award, 2006
• “Polished Apple” Award Recipient, honoring commitment to students at California State University, Northridge, 2006
• Outstanding Citizen Award (1993), Los Angeles City Council (“There’s Nothing Cool About Fireworks.”)
• Distinguished Professor (1999), California State University, Northridge
• Extraordinary Service Award (1993), Wilshire Chamber of Commerce
• Awards for Best Community Program (1991 & 1992) from Publicity Club of Los Angeles
• Award from California League of Cities, 1991
• Belding Award from Advertising Club of Los Angeles, 1990
• Public Relations Society of America (PRSA Award), 1990
• Joseph Roos Community Service Award from Public Relations Society of America (PRSA), 1990

Professional Associations and Volunteer Activities

• Board Director - Advertising Club of Los Angeles (1983 to 2006), member since 1975; Ad Club evolved into thinkLA, member (2006 - present); included Summer Internship Chairman; Belding Awards volunteer; Nominating Committee volunteer; Program Committee volunteer; “Five Business Books that Made a Difference presentation; Ad Club Development Roundtable.
• Chairman and member, Advertising Club of Los Angeles, Summer Internship Program, plus helped create Minority Advertising Training (MAT) Program, 1983 to 2006
• Board Director/Executive Board Member/Member, AD RELIEF, formerly Advertising Industry Emergency Fund (A.I.E.F.), 1975 to present
• Board Director/Vice President, Westwood Hills Homeowners Association (WHPOA) , 2003 to present
• Chair, 50th Anniversary Celebration of Westwood Hills (WHPOA) at W Hotel, 9/14-15, 2008
• Media Captain, Partnership for a Drug Free America
• Advisory Board of Directors, California Special Olympics, 1980-1984
• Member, thinkLA, evolved from Advertising Club of Los Angeles, 2006-present
• Anti-Fireworks Program, Los Angeles Fire Department
• Member, Los Angeles Town Hall
• Beta Gamma Sigma, International, Lifetime member, since 1970
• Volunteer, Project Angel Food, Thanksgiving, 2010 and 2011
• Judge, Mobius Awards, International/Global Advertising Competition, 2010 and 2011
• Judge, thinkLA Interactive Awards/Advertising Competition, 2011
• Volunteer, Heal the Bay (part of the USC Westside Alumni Group), August 2011
• Volunteer, thinkLA Presents CREATIVELA, 2011
• University of Southern California (USC) Class of 1971, 40th Reunion Committee Member (2011)
• Loyola High School Class (LHS) Class of 1967, 45th Reunion Committee Member (2011)

1/13/2012