Lawrence
Wood

I'm a creative director and writer who builds brands and campaigns in categories that are particularly challenging: regulated industries, complex B2B, long sales cycles, technical products that have to be made human. I've found that a smaller toolbox sharpens you. Constraints can lead to invention, pushing you past easy solutions and into areas you might never have explored. Good for the creative and the client.

I like to be in the corner of the misunderstood, the hard-to-understand, the scratchers and clawers, the wily upstarts and ahead-of-their-timers — where a great idea matters a little bit more.

I spent a decade at Leo Burnett, leading teams on global and domestic campaigns across Altria, Samsung, Harley-Davidson, Jameson, General Motors, the Beef Council, and others. For the past few years I've worked independently — partnering with agencies and brands as a creative lead on brand platforms, campaigns, and communications across digital, social, film, print, and experiential.

I think of myself as an architect and a carpenter. I'm happiest when I can build something from the ground up — but I'm just as comfortable getting my hands dirty. I also believe mentoring younger talent is one of the actual responsibilities of the job, not just a bonus.

In the end, I'm a writer. Of campaigns, strategies, brand religions, and the rest of the nuts and bolts. Words still matter a great deal.

Outside the work: a lovely wife who's also in the industry, a funny and strong-minded daughter, and two dogs who are deeply suspicious of her. I make up songs and sing them to all three. I like wine, Beck, gin, cigars, driving fast, scuba diving, dry humor, books you can put on shelves, and Starburst jellybeans.

It's Lawrence. Never Larry.