Larry Washington

Strategy Director

Atlanta, GA

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Summary

I spent the first part of my career as a Writer on the hunt for fame and glory in the advertising world. My work has been written about in publications like Archive, Creativity, Scientific American and USA Today, and I’ve guided clients like Kohler, Toshiba, Boeing, BASF and Grainger to name a few.

I realized my I had a talent for building people, departments and agencies so I began focusing on growing agencies and departments through teambuilding and killer work.

I’ve established a unique understanding of how to build brands and through strategy, planning, creative writing, and marketing. This experience has allowed me to influence language and thinking from the largest companies in the world to small local startups and everything in between.

Experience

2013 Feb - Present

Srategy irector and Creative Writer

MeanMore / Atlanta, GA

MeanMore is an independent consultancy I began in 2013 to help companies with their strategy, planning, language and external creative execution. I help them build a sense of belonging with the modern consumer, customer and employee who demand that companies Mean More.

The type of clients I've worked with: Gojo, Purell, Southern Company, Kohler, Grainger, Parkside, ADAI, Kakona, Slipstream.

A few of the agencies I've worked with so far this year: Chemistry, Blue Sky, The Partnership

meanmore.net

2017 Feb - 2019 Oct

Chief Strategy and Brand Officer

The Partnership / Atlanta

I spent almost three years helping shape this small agency into a legit player. I helped craft a unique positioning and working philosophy for the agency that has them poised to do great things. During my time with The Partnership I helped manage an agency merger, built the Creative Department and established the agency's stratgey offering. Some of the clients I lead while at The Partnership include Coca-Cola, IHG, Ferrari of Atlanta and Cheribundi.

2013 Feb - 2016 Feb

Executive Creative Director, Founder

BW&Co. / Birmingham, AL

BW&Co. was an agency I launched with a partner in Birmingham, AL. After launching a new naturals product into the national market for PURELL, establishing global sustainability language and thinking for GOJO and creating a boat load of solutions that changed minds and hearts, I decided to step away to pursue work that could fit more tightly with my personal value system. Work that would Mean More.

2006 Feb - 2013 Feb

VP, Creative

Shelton Group / Knoxville, TN

Cree LED, Toshiba, J&J, Steelcase, BASF and Boeing were a few of the clients I led during my time at Shelton Group. I was hired to grow this small eight person boutique into a legitamite player. Under the leadership of myself and my partner we grew the agency to almost 40 people in four years. I led teams, internally and externally, sold amazing ideas to conservative clients and directly influenced corporate language and thinking for some of the largest companies in the world.

2005 Feb - 2006 Feb

Senior Art Director

Wray Ward / Charlotte, NC

Springmaid, Charlotte Bobcats, Velux Skylights, Western Steer and Sunbrella were a few of the accounts I helped create for and lead. This experience was a catalyst for my jump into agency leadership.

2000 Feb - 2005 Feb

Assocuate Creative Director

Mower / Charlo

Bojangles, Sagebrush Steakhouse, Drexel Heritage Furniture, Nucor Steel and Shurtape were a few of my key accounts. I led on everything that came through the door as we grew. I learned the art of agency growth and had the opportunity to excel as a writer, strategist and art director during my time here.

1997 Feb - 2000 Feb

Art Director

Hill Holliday / Boston

Dunkin’ Donuts, Spalding International, Fidelity Investments, John Hancock, and the Mass. Audubon Society were a few of my key accounts. I grew into a mighty fine creative and then my wife said, “Honey we’re moving to the South!” It was kind of a reverse Green Acres.

Education

1995 - 1997

Miami Ad Schoold - Porfolio Center

Advanced Degree - Advertising, Art Direction / Art Direction, Creative Writing, Strategy

1992 - 1995

Freed Hardeman University

BA - Management / Business Management, Marketing

Skills

Creative Strategy
Content Creation
Marketing
Problem solver
Key Accounts
Creative Writing
Communication planning
Advertising
Presentations
Idea Creation