Mr. Larry Steven Londre

Londre Marketing Consultants / USC / Pepperdine / CSUN
6000 South Para Way, Third Floor
Los Angeles , CA 90094-0001
Mobile: 310-403-0220
Office: 310-889-0220
Fax: 310-889-0221

Introduction

Marketing Problem Solver: Nationally known and respected Marketing, Advertising professional in both practice and theory. Business, Marketing and Media Executive. Experienced in Competition and Business Strategies; Senior Marketing and Advertising Lecturer. Deposition tested. Marketing Presentations at UCLA School of Law, University of Southern California (USC) Gould School of Law, Southwestern School of Law on Marketing and Advertising; Plus Loyola School of Law

Served as an expert witness, provided litigation support in both state and federal courts, plus American Arbitration Association and JAMS.

Cases involved Marketing, Advertising, media, trademark infringement, patents, intellectual property, media, advertising agency and client business practices, unfair competition, deceptive advertising, and the value of marketing, sales, advertising and media campaigns. Cases included contracts between advertising agencies, clients, advertisers, suppliers, production firms and media. Consultation on United States citizenship and immigration services for marketing jobs and advertising positions. Litigation support, approximately 51% plaintiff and 49% defendant cases.

Expert consultation services for attorneys and law firms in California, Arizona, Washington, New York, Nevada, Texas, Florida, South Carolina, Michigan, Missouri, Pennsylvania, Utah, along with the American Arbitration Association and JAMS.

39+ years as a strategic marketing, advertising and media professional. I have worked within companies (DIRECTV, The Music Center of LA/Performing Arts Center of Los Angeles, Walt Disney Productions, Security Pacific Bank), within advertising agencies, and as a client, at which several advertising agencies, media buying services, marketing research organizations, design companies, direct marketing / mail and other marketing firms reported to me.

I received the California State University Ambassadors' "Polished Apple Award" (2006 and 2008) for teaching, mentoring and inspiring students, nominated for the USC Parents' Association Outstanding Teaching and Mentoring Award (2006), and received the Outstanding Citizen Award (1993) from the Los Angeles City Council. I have been a member of the Advertising Club of Los Angeles/thinkLA since 1975, and an active board director. The club's largest membership groups are clients, media, production, creative and advertising agency executives. The Ad Club merged with two other associations into thinkLA in 2006. Since 1975 I have also been a member, treasurer, board member and executive board member of the Advertising Industry Emergency Fund (AIEF), now Ad Relief, a volunteer organization of advertising executives brought together to help their colleagues in times of life crisis.

For 39+ years, taught in undergraduate and graduate programs at the University of Southern California (Annenberg School For Communication and Journalism and Marshall School of Business), CSUN (California State University, Northridge), Loyola Marymount and Pepperdine University. Guest lecturer at UCLA, Graduate School of Television, Film and Digital Media, "Trends in Television and Emergence of Multiplatform Media," Southwestern School of Law, USC School of Law, Southwestern School of Law and USC Marshall School of Business.

My courses have included:

• MBAM 659 and MBAM 660: Business Strategies Development, Execution and Implementation (Final, capstone classes in the MBA program at Pepperdine)
• MBFE 658: Strategic Marketing
• MKT 653: Integrated Marketing Communications (IMC)
• MBAM 619: Business Strategies and Implementation
• COMM 599: Global Communication
• COMM 542: Business Strategies for Entertainment and Communication Companies
• COMM 541: Integrated Media and Communication Strategies
• GSBA 528: Marketing Management
• MKT 440: Integrated Marketing Communications
• JOUR 340: Introduction to Advertising
• BUS 307: Marketing Management
• MKT 304: Marketing Management
• MKT 100: Conceptual Foundations of American Enterprise

Frequent guest lecturer in Marketing, Branding, Consumer Behavior, Advertising, Business Strategies and Global Marketing & Media:

• UCLA School of Television, Film and Digital Media, “Trends in Television and Emergence of Multiplatform Media” and “Television & New Media: Business and Legal Issues”
• California State University, Northridge (CSUN), College of Business and Economics (graduate and under graduate); American Marketing Association chapter-numerous times
• California Lutheran University/CLU, Orange Coast College, Advertising Center
• Pepperdine University’s Center for Communication and Business, including Advertising capstone class, Com 590: Senior Seminar in Communication
• USC Marshall » Lloyd Greif Center for Entrepreneurial Studies program, and Marshall School of Business
• USC Dornsife College of Letters, Arts & Sciences, “Principles of Consumer Psychology,” in the Master’s Human Behavior program
• FEWA (Forensic Expert Witness Association)
• USC Gould School of Law Alumni Association
• UCLA School of Law
• Southwestern School of Law
• Loyola Law School
• Growth Consultants & Leading Grow Wise Forums/STAR Business Consulting, Inc. Top Line Revenue Group

Have conducted Marketing and Business Strategies Classes/Seminars/Workshops/Webinars in USA, China, Hong Kong, Cuba and on the web. The classes, seminars, workshops and webinars have included:

• “Power Marketing & Advertising: Planning, Developing and Executing Global Strategies,” Shanghai, China, 2004
• “Effective & Efficient Marketing, Strategies & Promotions,” California Small Business Success Conferences, May 2007
• “Understanding Branding, Blending Push & Pull Strategies, with Integrated and Global Communication Examples, "2011 and 2013"
• “Best Global Marketing Tips, Techniques & Tactics for Marketing Executives in 2011”
• “Cuba: Insights, Keys and Observations in its Marketing and Advertising,” 2012
• “Global Marketing & Advertising, including Planning, Tips, Tactics and Best Practices, 2009”
• “Marketing, Branding, Promotion, Advertising, Push & Pull, Integrated Communication & Global Examples,” for American Marketing Association (AMA), CSUN chapter, 2012
• “Getting an Interview. Landing a Job. Practical, Insightful, Timely Advice and Counsel,” for American Marketing Association (AMA), CSUN chapter, 2013
• “Effective Targeting with the Nine P’s for a Great 2014," for Growth Consultants & Leading Grow Wise Forums/STAR Business Consulting, Inc., Top Line Revenue Group, 2013
• “People”/Targeting, Business Life Lessons, Nine P’s, New Products, Customization, Planning for 2014” for USC Marshall » Lloyd Greif Center for Entrepreneurial Studies program,” in 2013
• USC Gould School of Law Alumni Association Speaker Series “Confusion between Marketing & Advertising: What difference does it make to Judges and Lawyers?” Approved State Bar of California, Continuing Legal Education (CLE credit), 2014
• “Is this Marketing? Advertising? Promotion? Sales Promotion? The Nine P’s of Marketing & More,” at UCLA School of Law, 2013
• “Confusion between Marketing & Advertising: What is Marketing? Advertising? Use of Media and Social Media. Plenty of Examples” at UCLA’s graduate class, Television & New Media: Business and Legal Issues, 2014; plus a revised version at Loyola School of Law, 2014
• “Understanding Marketing, Branding, IMC (Integrated Marketing Communications), Promotion, Advertising, Push & Pull. With Global Examples,” at Pepperdine’s Business and Communication IMC class, September, 2014
• “Courting, Cross Selling and Cross Promoting: Pumping up the Pipeline in the Expert Witness Community, at FEWA (Forensic Expert Witness Association) meeting and panel, November, 2014
•"For Experts or Potential Experts: Marketing is Bigger Than Just Advertising, With the Nine P's of Marketing" at FEWA (Forensic Expert Witness Association) Ann


Areas of Expertise

  • Advertising
  • Business
  • Business, Financial & Marketing
  • Contracts
  • Copyrights
  • Distribution & Dealers
  • Entertainment & Media
  • Franchising
  • Intellectual Property
  • International Business
  • International Marketing
  • Licensing
  • Marketing
  • Packaging
  • Patents
  • Printing & Publishing
  • Public Opinion & Survey Research
  • Sales
  • Store Operations & Retail
  • Trademarks

Expert Background

Q: Please list your professional accreditations, degrees, licenses, and certificates granted:
A: SENIOR LECTURER/INSTRUCTOR, ADJUNCT MARKETING FACULTY PROFESSOR 1975 - Present
For past 39 years, taught many business subjects including Marketing Management; Business Strategies Development, Execution and Implementation; Business Strategies for Entertainment and Communication Companies; Advertising; Promotion; Integrated Marketing (IMC) and others in the graduate and undergraduate programs at the following schools and/or departments:
University of Southern California (includes Marshall School of Business, USC Annenberg School for Communication and Journalism), Pepperdine University, California State University, Northridge (CSUN), Loyola Marymount University.

Frequent guest lecturer at UCLA, Graduate School of Television, Film and Digital Media, “Trends in Television and Emergence of Multiplatform Media,” UCLA School of Law, Orange Coast College, Pepperdine University, and in USC Marshall » Lloyd Greif Center for Entrepreneurial Studies program, and Marshall School of Business.

Have taught concurrently at University of Southern California (USC), Pepperdine and California State University, Northridge (CSUN).

Have conducted Marketing and Business Strategies Classes/Seminars/Webinars in USA, China, Hong Kong, Cuba and on the web. The classes, seminars and webinars:
· “Power Marketing & Advertising: Planning, Developing and Executing Global Strategies,”
· “Best Global Marketing Tips, Techniques & Tactics for Marketing Executives in 2011,”
· “Cuba: Insights, Keys and Observations in its Marketing and Advertising,”
· “Understanding Branding, Blending Push & Pull Strategies, with Integrated and Global Communication Examples,”
· Preparing upcoming “Global Marketing & Advertising, including Planning, Tips, Tactics and Best Practices,” in Kuala Lumpur and Bangkok (2012).

EDUCATION:

Master of Business Administration - Marketing, University of Southern California, Los Angeles (Dean’s List) January, 1974
Bachelor of Science in Business Administration - Marketing, University of Southern California, Los Angeles (Dean’s List) May, 1971

ONGOING PROFESSIONAL DEVELOPMENT:

· Media Leader’s Social Media Bootcamp at LMU, 2012
· Online Behavioral Advertising: The US and EU Regulatory Regime, 2011
· TEDxUSC “Actions Speak Louder!” Conference, 2011
· Media Leader’s Twitter, Facebook and LinkedIn Bootcamp at LMU, 2011
· USC Teaching with Technology Conference: Collaborative Networks, 2010
· TEDxUSC "Ideas Empowered" Conference, 2010
· USC Global Conference, Taipei, Taiwan, 2009
· USC Teaching with Technology Conference: The Power of the Edge, 2009
· Media Morphosis, Evolving Media, 2009
· USC Global Conference, Tokyo, Japan, 2007
· USC Asia Conference, Pacific Rim Executive Education Program, Seoul, Republic of Korea, 2004
· USC Advanced Management Program, 1995
· USC Modern Marketing Program, 1994
· Town Hall Executive Series, "Leaders Talking to Leaders," 1989
· Claremont Graduate University’s Advanced Management Program, 1983

ARTICLES PUBLISHED; AUTHORED MARKETING, ADVERTISING, CREATIVE, MEDIA ARTICLES

Authored Business Section (front page) articles which appeared in the Los Angeles Daily News, on www.dailynews.com and on www.csun.edu/busecon/. Plus articles published in Advertising Age on internships, in ADWEEK on creativity and slogans, Advertising Club of Los Angeles Official Publication, AdLA., and in FEWA Newsletter.
· “How to Create a Marketing Strategy,” 08/28/09
· “Product Placement, a Big Part of Media,” 09/29/2009
· “Census is a Crucial Tool for Marketing,” 08/25/09
· “Precision Pays Off in Advertising Strategy” / “This Space for Rent,” 07/21/09
· “Develop a Game Plan for Pricing Decisions,” 06/02/09
· “Mother’s Day a Triumph of Marketing,” 05/05/09
· “Super Bowl Ads: Were They Worth the Millions” 02/02/09
· “Advertising Around the Globe Subject to Nip/Tuck/Enhance,” 01/13/09
· “Americans Still Count the Penny,” 11/11/08
· “2010 Census as a Marketing Resource,” October, 2009, Newsletter of FEWA, a Professional Association of Consultants Providing Expert Services
Q: Please list your affiliations or memberships in any professional and/or industry organizations:
A: AWARDS, ACKNOWLEDGMENTS:
· “Polished Apple” Award Recipient (2008 and 2006), honoring commitment to students at California State University, Northridge (CSUN)
· Nominated USC Parents Association Teaching and Mentoring Award (2006)
· Outstanding Citizen Award (1993), Los Angeles City Council ("There's Nothing Cool About Fireworks")
· Extraordinary Service Award (1993), Wilshire Chamber of Commerce
· Awards for Best Community Program (1991 & 1992), Publicity Club
· Award from California League of Cities (1991)
· Belding Award (1990), Advertising Club of Los Angeles
· PRSA Award (1990)
· Joseph Roos Community Service Award (1990), Public Relations Society of America

PROFESSIONAL ASSOCIATIONS:
· Board Director - Advertising Club of Los Angeles (1983 to 2006), member since 1975; Ad Club evolved into thinkLA, member (2006- present); included Belding Awards volunteer, Nominating Committee volunteer; Program Committee volunteer, “Five Business Books that Made a Difference” presentation, Ad Club Development Roundtable.
· Chairman, Advertising Club of Los Angeles, Summer Internship Program, plus helped create Minority Advertising Training (MAT) Program, 1983 – 2006
· Board Director/Tresurer/Executive Board Member/Member – AD RELIEF, formerly Advertising Industry Emergency Fund (AIEF), 1975 – Present
· Board Director/V.P. - Westwood Hills Homeowners Association (WHPOA), 2003 – Present
· Chair, 50th Anniversary Celebration of Westwood Hills (WHPOA) at W Hotel, 9/14-15, 2008
· Media Captain, Partnership for a Drug Free America
· Advisory Board of Directors, California Special Olympics, 1980-1984
· Member, thinkLA, evolved from Advertising Club of Los Angeles, 2006 – Present · Beta Gamma Sigma, International, Lifetime member, since 1970
· Vice-president, board member of Playa Vista, California's PH&L Homeowner Group, 2013 to present
· Volunteer, Project Angel Food, Thanksgiving, 2010 and 2011
· Judge, Mobius Awards, International/Global Advertising Competition, 2010, 2011, 2012, 2013
· Judge, thinkLA Interactive Awards/Advertising Competition, 2011
· Volunteer, Heal the Bay (part of USC Westside Alumni Group activities), August 2011
· Volunteer, thinkLA Presents CREATIVELA, 2011
· Committee Member, University of Southern California (USC) Class of 1971, 40th Reunion Program and Weekend Activities (2011)
· Committee Member, Loyola High School Class (LHS), Class of 1967, 45th Reunion Program (2011-2012)
· Volunteer, USC Alumni Day of SCervice, 2011-2014, including “CFY’s “Powering a New Generation of Learning; Computers for Kids” program, in conjunction with USC Friends and Neighbors Service Day, 2012
Q: Please list any teaching or speaking experience you have had, including subject matter:
A: SENIOR LECTURER/INSTRUCTOR, ADJUNCT FACULTY PROFESSOR 1975 - Present
For past 36 years, taught many subjects including Marketing Management; Business Strategies Development, Execution and Implementation; Business Strategies for Entertainment and Communication Companies; Advertising; Promotion; Integrated Marketing (IMC) and others in the graduate and undergraduate programs at the following schools and/or departments:
University of Southern California (includes Marshall School of Business, USC Annenberg School for Communication and Journalism), Pepperdine University, California State University, Northridge (CSUN), Loyola Marymount University.

Frequent guest lecturer: UCLA School of Law, Southwestern School of Law, UCLA, Graduate School of Television, Film and Digital Media, “Trends in Television and Emergence of Multiplatform Media,” Orange Coast College, Pepperdine University, and in USC Marshall » Lloyd Greif Center for Entrepreneurial Studies program, and Marshall School of Business.

Have conducted Marketing and Business Strategies Classes/Seminars/Webinars in USA, China, Hong Kong, Cuba and on the web. The classes, seminars and webinars:
• “Power Marketing & Advertising: Planning, Developing and Executing Global Strategies,” Shanghai, China, 2004
• “Effective & Efficient Marketing, Strategies & Promotions,” California Small Business Success Conferences, May 2007
• “Understanding Branding, Blending Push & Pull Strategies, with Integrated and Global Communication Examples, 2011 and 2013”
• “Best Global Marketing Tips, Techniques & Tactics for Marketing Executives in 2011”
• “Cuba: Insights, Keys and Observations in its Marketing and Advertising,” 2012
• “Global Marketing & Advertising, including Planning, Tips, Tactics and Best Practices, 2009”
• “Marketing, Branding, Promotion, Advertising, Push & Pull, Integrated Communication & Global Examples,” for American Marketing Association (AMA), CSUN chapter, 2012
• “Getting an Interview. Landing a Job. Practical, Insightful, Timely Advice and Counsel,” for American Marketing Association (AMA), CSUN chapter, 2013
• “Effective Targeting with the Nine P’s for a Great 2014," for Growth Consultants & Leading Grow Wise Forums/STAR Business Consulting, Inc., Top Line Revenue Group, 2013
• “People”/Targeting, Business Life Lessons, Nine P’s, New Products, Customization, Planning for 2014” for USC Marshall » Lloyd Greif Center for Entrepreneurial Studies program,” in 2013
• “Is this Marketing? Advertising? Promotion? Sales Promotion? The Nine P’s of Marketing & More,” at UCLA School of Law, 2013
• “Effective Targeting with the Nine P’s for a Great 2014," for Growth Consultants & Leading Grow Wise Forums/STAR Business Consulting, Inc., Top Line Revenue Group, 2013
• “What You Don't Know About Marketing & Advertising Can Burn You,” sponsored by the Business Law Society at Southwestern School of Law, 2014
Q: Have any of your accreditations ever been investigated, suspended or removed? (if yes, explain)
A: None
Q: On how many occasions have you been retained as an expert?
A: 76+
Q: For what area(s) of expertise have you been retained as an expert?
A: Expert Witness cases have involved: marketing, advertising, breach of contract, business practices, contracts, sponsorships, advertising violations, false advertising, trade libel, tradedress, media, trademark infringement, intellectual property, patents, usage of models, advertising agencies, trade secrets, client business practices, unfair advertising, deceptive advertising, violation of Lanham Act, unjust enrichment, trademarks at issue, comparative advertising/promotion, licensing, packaging, the value of advertising and media campaigns. Cases included contracts between advertising agencies, clients, advertisers, suppliers, production firms and media.
Q: In what percentage of your cases were you retained by the plaintiff?
A: Approximately 51.1% in March 2015
Q: In what percentage of your cases were you retained by the defendant?
A: Approximately 48.9% in March 2015
Q: On how many occasions have you had your deposition taken?
A: More than 26+ cases, as of March 2015
Q: When was the last time you had your deposition taken?
A: 2014
Q: On how many occasions have you been qualified by a court to give expert testimony?
A: Multiple times
Q: On how many occasions have you testified as an expert in court or before an arbitrator?
A: Three
Q: For how many years have you worked with the legal industry as an expert?
A: 14 years, since 2001
Q: What services do you offer? (E.g.: consulting, testing, reports, site inspections etc.)
A: Consulting, preparing and writing declarations, marketing surveys, site inspections, investigations of marketing and advertising practices, writing of questions for counsel in the preparation of a deposition.
Q: What is your hourly rate to consult with an attorney?
A: Negotiable; willing to work with you and your client.
Q: What is your hourly rate to review documents?
A: Negotiable; willing to work with you and your client.
Q: What is your hourly rate to provide deposition testimony?
A: Negotiable; willing to work with you and your client.
Q: What is your hourly rate to provide testimony at trial?
A: Negotiable; willing to work with you and your client.
Q: Please list any fees other than those stated above (E.g.: travel expenses, copy fees, etc.)
A: Negotiable; willing to work with you and your client.


References

Blumcraft of Pittsburgh, L.P., Plaintiff v. C.R. Lawrence, Inc., a/k/a CRL
Jurisdiction: United States District Court for the Central District of California
Worked with:
Bruce Gridley, State Bar No.57166
• Bruce Gridley, State Bar No. 57166: “Larry Londre was retained to analyze the economic impact of the improper images for the damages phase of the case. His report was one of the key reasons why the case settled prior to trial. His enthusiastic investigative efforts and innovative methods of calculating damage were invaluable to our success.” Settled in client’s favor in July 2003.

• Bruce Gridley, State Bar No. 57166: “In our case where the effect on the market of false claims of origin were made by the defendant, Larry Londre was called upon to investigate the impact of those claims. With innovative investigative techniques and a sophisticated understanding of the factors which influence consumers, Larry Londre developed data and an analytical approach for the identification of damages…. being able to convince our opponent to settle for an amount which exceeded our initial expectations.”


Medicus Formulas, Inc., Plaintiff v. Thane International, Inc.
Jurisdiction: Superior Court of Los Angeles
Worked with:
Attorneys Robert F. Helfing, State Bar No. 904180
Jonathan Pink, State Bar No. 179685, representing Thane International Inc.
Jonathan Pink State Bar No. 179685: “We prevailed on the first phase of the trial (i.e. your analysis and insights on the meaning of “gross media,” and plaintiff settled the next day. A very good result for us. Thanks again for your help.”

Hulme v. Giustino, et al
Worked with:
John Hourihan, State Bar No. 99799
Cheryl Seitz, State Bar No. 209367
Valerian, Patterson, Field, & Stratman
Employees of the Claims Litigation Dept., Farmers Insurance Exchange and Affiliates
1320 Harbor Bay Parkway
Suite 200
Alameda, CA 94502-0612
• Designated expert in November 2003.
• John Hourihan, State Bar No. 99799: “I was defending a large income loss claim brought by an independent film director and producer. Larry Londre provided me with advertising and other industry measures that enabled me to argue that the loss claim was significantly inflated.” “Larry also provided suggestions of how the plaintiff could get back into the business, such as through buying advertising. I found him quite helpful.”