Vice President

Larry Hancock

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Vice President

Meet Larry

Larry is a seasoned marketing leader with more than 20 years of increasingly responsible positions in marketing and advertising on the agency and corporate side. He utilizes his strong marketing background with outstanding consumer and creative insights, to provide on-target, business-building communications programs and solutions. Understanding the business challenges and being able to deliver solution-oriented assets is one of his greatest strengths.

Larry has created and implemented highly profitable marketing programs for national, regional and retail clients, resulting in successful campaigns across integrated marketing channels. He is experienced in all forms of marketing communications, including traditional, digital, direct, experiential and promotions.

Larry has extensive knowledge of diversity markets, a global marketing vision, and successful implementation abilities, in tandem with the talent to tap into existing marketing channels to develop strategic alternatives. His category experience includes automotive, beer, entertainment, financial services, insurance, men’s grooming, military, package goods, spirits, sports and telecommunications. Working with a variety of companies, some of his past clients include Allstate, Army, Bank of America, Buick, Cadillac, Chevrolet, Cingular, Coors Light, Disney, E&J Cognac, GMAC Financial, GMC, GM Corporate, Frito-Lay, Himistry, Hummer, Pacific Bell, Saturn, and Zima.

Prior to joining AMF, Larry was a marketing consultant with OTR Consulting where he provided marketing and advertising counsel to B2C and entertainment brands. Prior to OTR, Larry served as a Senior Vice President, Group Account Director for Carol H. Williams Advertising, becoming the youngest and quickest to ascend to that position in the agency’s history.

Larry started his marketing career in the National Basketball Association working for the Golden State Warriors. He earned his B.A. from the University of California at Berkeley and his M.A. from the University of San Francisco. He has served as Mentor and on the Board of Directors for Bay Area Community Resources. Larry’s personal passions include his family, his faith, reading, golf and empowering disadvantaged youth.

Contact Larry Hancock

Experience

Professional History

Experience

  • Golden State Warriors
  • Carol H. Williams Advertising
  • OTR Consulting

Education

  • University of California, Berkeley

  • University of San Francisco

Honors/Awards

  • Advertising and Marketing: Davey, Telly, Effie, ADDY, and Ad Age #1 rated TV Ad.


Q&A
Q. What role do you play at Armanino?
I am Vice President of AMF Media Group, a division of Armanino that specializes in marketing, brand strategy, public relations, advertising, events and internal communications.
Q. Make a prediction: Describe your vision of the future of the general business environment in the industries/areas you serve.
I predict companies will struggle with brand loyalty and making tangible brand consumer connections. The pillars of true consumer connections and brand loyalty are being challenged by social media and our “short attention span” culture. On the bright side, and due to the advent of social media, consumers now see even greater value and importance in branding, even creating their own personal brands via social media channels such as Facebook, LinkedIn and Instagram. From my perspective this provides quality brands a tremendous opportunity.
Q. Tell us about your favorite type of client you enjoy working with and why.
Healthcare: Post healthcare reform, healthcare is what package goods was 40 years ago. It’s been exciting to work in an industry that has just recognized competition and the value of branding and marketing. It’s great to be in on the ground floor, establishing industry marketing principles that will be used in healthcare for decades to come. I specifically enjoy working with public healthcare providers, who truly believe that quality healthcare is a right and not a privilege.
Q. What keeps you up at night?
The kind of world my kids are inheriting. We’re living in a time where human connection and kindness are being threatened. How do I prepare my kids to be successful in a world that is so different from my value system?
Q. Describe your work style.
I’m always connecting the dots and anticipating what’s next to positively impact the big picture. Whatever I do must be valuable today and sustainable tomorrow. Great work does not happen in silos, it is the result of cross-collaboration.
Q. If you could pass on a nugget of wisdom to aspiring accountants or consultants, what would that be?
The greatest marketers see the world through other peoples’ eyes, not their own. The moment you put yourself into the equation is the moment you stop being a marketer. Your job is to illuminate the voice of others.
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