Background 2017-03-07T19:13:07+00:00

Dr Larry Percy

For over 40 years, Dr. Percy has worked in both the ‘real world’ of advertising and marketing as well as in the academic world. He is currently a consultant in marketing and communication. Prior to establishing his consultancy 15 years ago, he spent over 25 years in strategic planning with several major advertising agencies with both U.S. and international responsibilities.

In addition to his consulting, Dr. Percy holds an appointment as Professor of Marketing at the Copenhagen Business School. Over the years, he has taught in a number of graduate programs at top U.S. and European business schools, including the University of Pittsburgh’s Katz Graduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics.

Dr. Percy is also the author or coauthor of several leading books in the areas of marketing strategy and advertising theory, including what have been the leading graduate school texts in advertising for the last 20 years. His latest books include new editions of Strategic Advertising Management and Strategic Brand Management. In addition to his books, he has contributed over 90 published papers and journal articles to the field.

He has served on the Board and as a Director of the Association for Consumer Research, and on the editorial boards of a number of academic journals, including the Journal of Marketing Research, Journal of Advertising, The Journal of Current Issues and Research in Advertising, and Psychology and Marketing. Over the years, he has also conducted numerous executive seminars across the United States and around the world on topics related to advertising strategy and consumer behavior, and is a frequently invited participant and speaker at conferences worldwide.

His extensive experience has spanned the entire range of advertising and marketing problems, with clients ranging from large international package goods companies like Nestle and InBev to hospital systems and major health insurance companies such as CIGNA. His high tech companies include Concert and Symantec, and government clients include the U.S. Treasury Department, the National Aeronautics and Space Administration (NASA), and the U.S. Department of Defense.