Profound, prosaic, persuasive, professional, powerful, purposeful and appropriately alliterative, Larry always finds the right thing to say and the right way to say it.
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Expertise across consumer, healthcare, corporate, and tech
Industry experience:
Aerospace * Defense * Automotive * Manufacturing * Healthcare * Technology * Government * Fashion * Retail/Apparel * Personal Care * Fitness * Education * Restaurant * Hospitality * Entertainment * Telecom * Food & Beverage * Financial Services
Project experience:
Corporate branding * Corporate communications * Employer branding * Fundraising * Email campaigns * Video * Radio * Jingles and lyrics * Blogs and technical articles * Proofreading/Editing
Client experience:
Boeing, IBM, Microsoft, General Atomics, Raytheon, Rockwell Semiconductor (Conexant), SAIC, Honeywell, Cisco, Renesas Electronics, T-Mobile, Kraft, Nestle, Disney, Jack in the Box, Mary Kay, Ann Taylor, Macy’s, American Express, Nissan, Toyota, Universal Studios, Yaamava Resort, Amgen, Mayo Clinic, UCLA Health, Children’s Hospital Los Angeles, Cedars-Sinai, City of Hope, US Department of State, US Veteran’s Affairs, US Border Patrol, Los Angeles Sheriff’s Department, OC Sherrif’s Department, Irvine Police Department
Notable strengths:
Corporate and employer brand strategies * Client interviews * Creative brief writing * Client presentations and public speaking * Articles and blogs * Copy editing
Consumer, corporate, employer, tech
What clients and colleagues are saying!
I've worked with Larry Greenfield for years now, across more client projects than I can easily count. What keeps me bringing him back is a skill that's genuinely rare: he can take a complicated technology — the kind where the client's own engineers struggle to explain it cleanly — and write about it in a way a layperson actually follows, without losing accuracy. His creative campaigns sing, and clients loved working with him.He's also the kind of contractor every agency wants and few people turn out to be. Deadlines hold. The work comes back done and done well, and we've never had to chase him or pad a timeline on his account.What I value most is his conviction. He'll push back when a direction is off and make the case for his own, because what he cares about is the piece being good. I'd hire him again tomorrow, and recommend him without reservation.
Tim Peacock
VSSL Agency
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 Salmon
JWT Inside
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 Friedland
U.S. Department of State, JWT
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 Dowd
JWT Inside
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 Fieseler
JWT Inside
Look up the word "passion" in the dictionary, and there will be a picture of Larry. He is passionate about his work, passionate about his craft, passionate about his clients, and passionate about his staff. That said, he is also a realistic business professional who understands how to solve clients' problems creatively. He is a superb presenter who can spellbind an audience. He is a real asset to any creative effort.
Mark Hornung
JWT Inside