BACKGROUND
For over 30 years, Dr. Percy has worked in both the 'real world' of advertising and marketing as well as in the academic world. Currently a consultant in marketing and communication, he also has appointments as Visiting Professor to several top European business schools, including the Copenhagen Business School, Stockholm School of Economics and Stockholm University Graduate School of Communication.
Prior to setting up his consultancy 12 years ago, he spent over 25 years in strategic planning with major advertising agencies (his last position as Director of Strategic Planning for Lintas in the U.S., with additional worldwide responsibilities), as well as teaching in a number of graduate programs at top U.S. business schools.
Dr. Percy is also the author or coauthor of several leading books in the areas of marketing strategy and advertising theory, including what has been the leading graduate school text in advertising for the last 15 years - Advertising Communication and Promotion Management. His latest book is Strategic Advertising Management (from Oxford University Press) and he is working on a new international textbook on Integrated Marketing Communication, due out next year. In addition to his books, he has contributed over 80 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 Interbrew to major health insurance companies such as CIGNA and hospital systems, high tech companies like Concert and Symantec, the U.S. Government Treasury Department and the National Aeronautics and Space Administration (NASA).
Dr. Larry Percy
903 Gatsby Drive
Montgomery, AL 36106
Tel: 334.265.0094
Fax: 334.265.0069
Email: larrypercy@larrypercy.com
