Larry Light Tells 4A's: Marketing on the Wrong Road

Geoffrey Precourt

Larry Light

In a word, Larry Light is famous in American marketing circles. His work as McDonald's cmo between 2002 and 2005 is the stuff of legend, with the "I'm Lovin' It" campaign making a powerful connection with young audiences and revitalizing the chain's brand. In Adweek's "Best Marketers of the Decade," Light finished second to Apple's Steve Jobs. And when Ad Age talked about the top 10 ideas of the first 10 years of the 21st Century, it called Light's marketplace perceptions, "arguably the most realistic description of marketing today perhaps ever."

On the occasion of the 4A's (formerly known as the American Association of Advertising Agencies) 2010 "Transformation" conference, Light had a captive audience when he proposed to discuss "a challenge bigger than advertising and media: to rejuvenate, to reinvent, and to revitalizing marketing."