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Larry Steven Londre

Londre

LONDRE
MARKETING CONSULTANTS, LLC
Marketing | Strategy | Expertise | Answers
Marketing and Advertising Forensic Expert, Senior Lecturer, Lecturer, Instructor or Adjunct Faculty at USC, CSUN, and Pepperdine Universities
11072 Cashmere Street, Second Floor
Los Angeles, CA 90049
web: www.LondreMarketing.com
310.889.0220
Experience and Qualifications: Marketing Executive. Client experienced. Advertising Agency background. Marketing, Business Strategies, Advertising Lecturer.  

More than 35 years as a strategic marketing, advertising and media professional.  I have worked within companies (DIRECTV, The Music Center of LA/Performing Arts Center of Los Angeles, Walt Disney Productions, Security Pacific Bank), within advertising agencies, and as a client, at which several advertising agencies, media buying services, marketing research organizations, design companies, direct marketing/mail and other marketing firms reported to me.  

I received the California State University Ambassadors™ Polished Apple Award (2006 and 2008) for teaching, mentoring and inspiring students, received USC Parents’ Association Outstanding Teaching and Mentoring Award (2006), and received the Outstanding Citizen Award (1993) from the Los Angeles City Council.  I have been a member of the Advertising Club of Los Angeles since 1975, and an active board director. The club's largest membership groups are clients, media, production, creative and advertising agency executives.  The Ad Club merged with two other associations into thinkLA in 2006.  Since 1975 I have also been a member, board member and executive board member of the AD RELIEF/Advertising Industry Emergency Fund (AIEF), a volunteer organization of advertising executives brought together to help their colleagues in times of life crisis.    

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

My courses have included:

  • MBAM 659 and MBAM 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, and in USC Marshall » Lloyd Greif Center for Entrepreneurial Studies program, 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, 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).

Strategic Areas under Marketing, Advertising, Communication & Media
- Marketing (Strategic & Tactical Planning)
- Marketing Research
- Advertising Agency Alliances, Practices and Tactics
- Unfair Competition
- Unfair and Deceptive Advertising
- Marketing & Business Development
- Branding & Advertising
- Collateral & Sales Promotion
- Communication & Media, including Internet/web
- Products & Services
- Direct Market Analysis / Identification / Targeting
- Direct Marketing/Direct Mail
- Entertainment Marketing
- Retail
- Intellectual Property
- Integrated Marketing Communications (IMC)

  • Vision and Results
  • Increased customer base by 43% through marketing partnerships at DIRECTV.
  • Vision and strategy for expansion of existing products or services and launch of new products/services through creative marketing programs.
  • Identified and analyzed competitive changes in the marketplace, defining product strategy and developing marketing requirements.
  • Drove product development from idea concept to launch, working with cross-functional teams and managing overall project plan.
  • Built strategic relationships with corporate team, customers, advertising firms, and other alliances.
  • Earned a reputation for top-notch development and design of marketing and media promotions.

    Selected list of companies I have worked for or with: DIRECTV, GE Capital, Vons Grocery, The Music Center of Los Angeles, Bell Atlantic/Verizon, SBC, Disney, Alliance Environmental Group, Ritter Pharmaceuticals/Lactagen, Barr Engineering, DHX - Dependable Hawaiian Express, Datastream, 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.

    Public Service Organizations served: Advertising Club of Los Angeles, Advertising Industry Emergency Fund, 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.

    PROFESSIONAL EXPERIENCE
    Marketing Consultant at Londre Marketing Consultants, LLC, Los Angeles, CA          2001 to Present, 1994 to 1997
    Independent Marketing Consultants, LLC                                                                            
    Provide expertise in marketing campaign strategy, new business development, rollouts, advertising, collateral programs, market penetration, and effectively identifying marketing opportunities for local and national business organizations.  

Select clients include: GE Capital-ResCom (subsidiary of GE); USC Annenberg School of Communication and Journalism, Alliance Environmental Group; Barr Engineering, Inc.; Getty Museum; DHX-Dependable Hawaiian Express; Saturday Night Magazine; Shimahara Illustration; Shimahara Graphics; Ritter Pharmaceuticals/Lactagen.

Marketing Director, Special Markets and Strategic Partnerships
DIRECTV, El Segundo, CA                                                                                                   1997 to 2001
Entertainment / Communications Company

Vice President, Marketing & Communications
The Music Center of Los Angeles/ Performing Arts Center of Los Angeles, CA                  1988 to 1994
Dorothy Chandler Pavilion, Mark Taper Forum, Ahmanson Theatre and Education Division

Senior Vice President                                                                               1975 to 1983 & 1987 to 1988        
Vice President at Management Supervisor                                                                      
Vice President at Account Supervisor, Account Supervisor, Account Executive
Grey Advertising / Grey Entertainment & Media, Los Angeles, CA      
Internationally recognized advertising agency

Senior Vice President                                                                                                          1983 to 1987
Vice President at Management Supervisor
Abert, Newhoff and Burr, Los Angeles, CA
Nationally recognized advertising agency

Professional Teaching Experience
Senior Lecturer, Instructor, Lecturer, Adjunct Faculty Member                                         1975 to Present
For past 30+ years, have taught many subjects including Marketing Management, 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, Annenberg School of Communication and Journalism, Pepperdine University, California State University, Northridge (CSUN), Loyola Marymount University.

Have conducted Marketing and Business Strategies Classes/Seminars in USA, Hong Kong, Cuba and Shanghai, China.

Education
Master of Business Administration in Marketing, University of Southern California, Los Angeles 1974 (Dean’s List) GPA: 3.94   

Bachelor of Science, Business Administration in Marketing, University of Southern California, Los Angeles 1971 (Dean’s List)  

Ongoing Professional Development

· Online Behavioral Advertising: The US and EU Regulatory Regime, 2011
· TEDxUSC “Actions Speak Louder!” 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, Tokyo, Japan, 2007
· USC Asia Conference, Pacific Rim Executive Education Program, Seoul, Republic of Korea, 2004
· USC Advanced Management Program, 1995
· USC Modern Marketing Program, 1994
· Town Hall Executive Series, "Leaders Talking to Leaders," 1989
· Claremont Graduate University’s Advanced Management Program, 1983

Articles Published; Authored Marketing, Advertising, Creative 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, AdLA., 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, Advertising Club of Los Angeles Official Publication, AdL.A.,1997
· “Need An Intern? Dial the Ad Club,“ Advertising Club of Los Angeles Official Publication, AdL.A., 1989
· “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 and Acknowledgements

· “Polished Apple” Award Recipient (2008 and 2006), honoring commitment to students at California State University, Northridge (CSUN)
· USC Parents Association Teaching and Mentoring Award (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 (1990), Advertising Club of Los Angeles
· PRSA Award (1990)
· Joseph Roos Community Service Award, 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 Belding Awards volunteer, Nominating Committee volunteer; Program Committee volunteer, “Five Business Books that Made a Difference” presentation, Ad Club Development Roundtable.

· Chairman, Advertising Club of Los Angeles, Summer Internship Program, plus helped create Minority Advertising Training (MAT) Program, 1983 – 2006
· Board Director/Executive Board Member/Member – AD RELIEF, formerly Advertising Industry Emergency Fund (AIEF), 1975 – Present
· Board Director/V.P. - Westwood Hills Homeowners Association (WHPOA), 2003 – 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
· 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 USC Westside Alumni Group activities), 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 (2011-2012)