Principal and Co-Founder
Denise Larson developed the Emotional Attachment approach and metric in 1997 and acquired patent pending status in 2002.
She founded Thinking Right, LLC where she applied Emotional Attachment to Brand clients such as Kraft and P&G. In 2004, Denise partnered with Gary Reisman to found NewMediaMetrics.
Denise began her advertising and marketing career at Young & Rubicam (Y&R) in 1976 in the Qualitative Research Department. She excelled in the role of consumer “advocate” where she combined her analytical research skills with consumer insight to develop effective strategic direction and communication platforms for numerous Blue Chip corporations. Denise’s tenure at Y&R spanned from 1976-1985 returning in 1991-1993 and again in 1997-2001, where she was asked to serve as EVP, Director of Strategic Planning and Research of The Lord Group, a Y&R subsidiary. At The Lord Group, Denise was charged with agency management responsibilities including development of agency vision/mission, client management and business development.
In 2001, Denise joined the Kaplan-Thaler (KTG) group as Director of Strategic Planning and Research (EVP Level) where she was responsible for effective marketing and advertising programs including the AFLAC duck campaign, Coldwell Banker, P&G Haircare and Household Products Divisions, and Continental Airlines. KTG was a new and small Agency (30 people) in 2001. By 2003, with over 150 employees the Agency was purchased by Publicis Corporation.
Ms. Larson’s experience includes both domestic and global clients where she has worked across virtually all product categories. Some of her major strategic accomplishments have been for corporations including IBM, Johnson & Johnson, Hallmark, Nestlé Foods, Burger King, Tonka Toys, Domino’s Pizza, Kodak and Kraft Foods.
She holds an MBA from Adelphi University, is included in the Who’s Who of American Women and has won numerous industry awards for Effectiveness in Advertising and Marketing.
Read Denise’s contribution to WFoA’s Advertising 2020 Project, “What will advertising look like in 2020?”