Arcature LLC     tel. (203) 967- 4900     fax (203) 967- 3977       info@arcature.com

info@arcature.com
phone:
(203) 967 - 4900
fax:
(203) 967 - 3977

Larry Light is President and CEO  of Arcature, a management consulting company that advises companies on how to create, build and manage brands.

His experience in the strategic management of brands has earned him an international reputation in business and academia. His branding principles and methods have been used by marketers in packaged goods, high technology, services, automotive, corporate and business-to-business marketing. Recognized as one of the leading authorities on branding policy, Larry’s views have been quoted in books, in articles, and by the media worldwide. Larry has been invited to speak at corporate and industry conferences worldwide. He has taught at New York University, Wharton, Indiana University and Northwestern’s Kellogg Graduate School of Management. He also conducts special seminars for consumer, industrial and service companies worldwide.

He has provided expert testimony and counsel in legal proceedings regarding various marketing issues including brand equity and trademark protection. He has also represented the marketing industry at Federal Trade Commission hearings and before both House and Senate committee hearings on legislation affecting marketing. Larry was the first Chairman of the Coalition for Brand Equity - a group founded by advertisers, agencies and media.

Larry began his career in 1965 as a market researcher at BBDO Worldwide where he was Executive Vice-President responsible for Marketing and Media Services. He was also responsible for several accounts at the agency, including Avis, Timex, Scott Paper, Old Milwaukee and R.J. Reynolds (food and tobacco). He was a member of both the Board and also of the Executive Committee. In 1982, Larry joined Ted Bates Advertising as the executive responsible for all Mars, Inc., activities worldwide. He was promoted to Chairman, Chief Executive Officer of the international division of Bates Worldwide and was a member of the worldwide Board. He is also on the US editorial board of Admap, a UK-based advertising magazine.

A graduate of McGill University, he then earned his Ph.D. from Ohio State University.

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