Crafting Stories
That Sell.

Working with Larry Greenfield was always a pleasure. The creative department and the client service department of an advertising agency are often at odds. Some say it is the nature of the agency structure. I say you haven't worked with Larry. Gifted with an ear to hear both the client challenge and the agency challenge, Larry delivered time and again for me and my clients. His gift as a 'chameleon of voice' enabled Larry to write from any perspective; leader, worker, or dreamer.

Mark de.

JWT/St Thomas High School

Larry has the most integrity of anyone I've met in this business. He's the consummate professional mind who isn't afraid to tell you the thing you need to hear, even and especially when it isn't the thing you expect. Because of his passion and expertise, you can always count on him to advocate for the success of your project—first and foremost. And for this reason the quality of Larry's portfolio exceeds the bounds of recruitment advertising.

Robert F.

JWT/Penguin Random House

Larry was simply our go-to writer for our largest clients. As a former English teacher, he made us AP-perfect when needed. But ad agencies like ours are really in the business of ideas. Ideas have to be turned into something people can read, understand, and believe. That is one of his greatest strengths, his ability to explain ideas in a style that's clear and hard to argue with. He brings this same ability to in-person encounters, but always much more fun. Larry is just a natural presenter. He loves standing before a group of people to share work and ideas. He rarely "presents" when speaking to clients, he would capture their attention with the way he understood and represented them, just talking naturally about the things he's passionate about.

Leslie S.

JWT

Larry and the great, great team he has built with big back grips, has been a fun and positive addition to the Michael Beach events we produce every summer. Larry and his team always put together the best, most attention getting, productions at our events. Easily the most interactive and the most fun. He's always generously supported the annual Muscle Beach Christmas Toy Drive, producing his big back lat pull down contest. I have known Larry and seen him in action for more than 10 years whenever I have asked him for something, whether it's honest advice, or presenting some trophies or making a donation. He has never said no.

Joe Wheately

Producer, Muscle Beach Venice

Larry has the ability to quickly understand a client's business and its communications objectives, and, using his creativity, with and phenomenal writing skills, develop on-target, results-driven campaigns that achieve - and exceed - expected goals. His creative thinking is one-of-a-kind, and, 15+ years later, still wish he were developing creative ideas for my clients!

Rachel F.

JWT/U.S. Department of State

Larry is also one of the best presenters I've ever worked with. He loves finding ways to make things clear to people and can always find a fun and interesting way to make an important point. He's written some of our agency's most enduring work, and we looked to him as our editor in chief whenever something had to be crystal clear, grammatically correct, and some level of elegant.

Kathy D.

Client Director, JWT Inside