About Larry the Writer

Lately and Currently: Founder and Chief Creative Officer

In 2008 I launched Big Back Lifting Grips ( which manufactures and distributes an inexpensive but highly effective rubber grip for weight lifters – for anyone – who works out with weights. Big Back Grips are now available in retail outlets in 25 states, plus Canada, Australia, New Zealand, France, Ireland, Denmark and Sweden. Max Muscle, Nutrishop and Gold’s Gym make up our largest dealer groups. I was involved in every area of the company’s endeavors, including product development, sales, supply chain, event management and finance. I oversaw the development of the website and SEO projects. I also personally handle the social media efforts, including Facebook, Twitter and YouTube. I film and edit videos, write all copy, design and produce literature and advertising and update the website. I also personally handle all carpentry projects. If you’ve ever started your own company, you know

Target Media: Chief Creative Consultant

On a part time basis, I am the chief creative consultant for TargetMedia provides in-store sound systems for restaurant and retailers, including Subway and Blimpie. I write and produce radio spots, including the songs found here. And I handle brand communications for TargetMedia’s own advertising.

Pepperdine University: Guest Lecturer in Advertising, Social Media and Brand Development

I have been a guest lecturer in Pepperdine’s Business Communication Department since 2006. I am also a judge for the department’s end-of-year presentations.

Personal Trainer: I am currently in the process of completing certification as a personal trainer through ISSA.



I was a full time staffer for a specialty division of JWT (formerly J. Walter Thompson) known, progressively, as Thompson Recruitment Advertising, JWT Specialized Communications, and, most recently, JWT Inside. I joined the New York office as a writer in 1988.  In 1992 I relocated to Atlanta as Associate Creative Director. In 1995 I again relocated to Los Angeles to open and manage the LA creative department. Within 3 years, it was the largest and most influential creative department in the agency.

The philosophy I championed was to focus on the client’s customer. In doing so, I had the opportunity to meet and interview top professionals in nursing and healthcare; medicine, drug development, engineering, manufacturing, packaged goods, and automotive marketing.

During this time, the client roster I handled grew to include:

  • Alaska Airlines
  • American Express
  • Amgen
  • Boeing
  • Bose
  • Cedars Sinai Medical Center
  • Childrens Hospital Los Angeles
  • Cisco Systems
  • General Motors
  • Hewlett Packard
  • Jack in the Box
  • Kraft Foods
  • Mattel
  • Nissan
  • Tectronix
  • Toyota
  • UCLA Ronald Reagan Medical Center
  • Union Bank


The period prior to my advertising was amazing period in my life where various professional pursuits built the foundation for everything to follow:

Acting. Studied with Sonia Moore, the ONLY acting teaching in America who had studied directly under Constantine Stanislavsky.

Teaching: For 7 years I taught English to students pursuing business degrees.

New York City Cab Driver: This is the one that fascinates people. What fascinates me still was that over the course of a year, almost every consumer I would have to sell to passed through the back seat of my cab at some point. And I’ve never been late to a client meeting.

Personal Trainer. I specialized in people who, when they were younger, got notes from their mother to spring them from gym class.



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