Larry Gies

Larry operates from a pretty unconventional perspective: a fundamental belief that, for the most part, people simply do not think about brands. It’s something he has seen consistently in over 20 years of consumer research and strategic planning for brands like Nike, Absolut, Wrigley, Coca-Cola, Bud Light, P&G, Sears and Microsoft.
For Larry, in order for a brand to become a part of someone’s life or even the broader culture, we have to understand what it is people truly care about, and then discover how a brand can become part of that. By permeating this consumer-focused mindset throughout Energy BBDO, Larry has driven our teams to uncover more powerful insights that have driven our clients’ brands forward and received multiple Jay Chiat awards for effective brand strategy.
Under Larry’s leadership, our strategic planning practice has tripled in size and capability, based largely on his belief that diverse perspectives and experiences are crucial to understanding the complexity of modern consumers. For Larry, the key value his group adds is the creation of a bold point of view for brands that will make them stand out and incite their consumers to action.