A FULL RANGE OF SUPPORT
Since Lori Senecal became
CEO of CP+B in 2015, she has
helped boost revenue by
21% by pushing risk taking.
“Creativity isn’t just a talent,
but a behavior,” she says.
These recent campaigns
embody her approach.
Kraft Mac & Cheese
When Kraft removed artifi-
cial ingredients from its rec-
ipe in 2015, CP+B advised
against promoting it, for
fear it might alienate par-
ents of finicky kids. Then,
after 50 million boxes were
sold, a campaign copped
to the change. The story
generated more than a bil-
lion free media impres-
sions, and Stephen Colbert
devoted a monologue to it.
For classified-ad app Letgo, CP+B built the Commercializer, a tool that allows
Letgo users to create slick
TV-style spots for the used
items they were selling. The
app recently topped 45 million downloads.
Last fall, 2K released the
latest installment of its
basketball video game,
NBA 2K. CP+B used Fitbit to
take it beyond the screen,
inviting players to link their
NBA 2K profiles to their Fitbit accounts and allowing
them to improve their
virtual characters’ abilities
based on how many real-world steps they take.
Global CEO, CP+B
For involving patients in their
“I hear stories all the time that begin with ‘if only,’”
says physician Tom Delbanco. “‘If only I could review
my mother’s notes, look at the chart.’” OpenNotes—the
movement Delbanco cofounded to allow patients and
their relatives online access to exam records, typically
through health providers’ existing web portals—now
reaches 13 million patients, having doubled in size from
2015. The idea empowers patients to “share in decision
making” and even correct errors, says the Harvard
Medical School professor, who launched the program
in 2010 with a study at Boston’s Beth Israel Deaconess
Medical Center. Many doctors have concerns that sharing
their notes could lead to patient anxiety and confusion
over jargon and abbreviations, but Delbanco has now
persuaded more than 80 medical facilities to participate.
His research has found that most people with access to
notes feel more in control of their care.
ThirdLove, the four-year-old
data-driven bra company
founded by former Google
marketer Heidi Zak (who was
inspired after she struggled to
find a bra that didn’t gap or
tug), has gained a reputation
for making some of the best-fitting bras and having one
of the easiest at-home try-before-you-buy programs.
Last year, sales quadrupled,
and with an infusion of $8
million in funding, Zak has
begun applying her brand’s
to a new range of products.
Here are three ways she is
creating the most inclusive
lingerie on the market.
PLUSES AND MINUSES
Many women fall between traditional size designations. Shortly
after it launched, ThirdLove
conducted a global study of
2. 5 million women and gathered
9 million data points about the
cup sizes they really need. Almost
immediately, the company began
offering half-cup options, and
is still the only one to do so.
Today, ThirdLove carries 47 sizes,
from AA to G, and nearly 40%
of its sales are half-cup sizes.
NE W NUDES
This year, Zak expanded ThirdLove’s definition of inclusivity
beyond size to skin tone. As she
studied customer feedback, she
discovered that women of color
were frustrated by bras labeled
“nude”—a pinkish-beige color
widely used in the market. “They
felt totally underserved,” Zak
says. “Colors that were supposed
to be skin tone would show right
through white blouses.” After a
year of research and data analysis, ThirdLove debuted five
new shades in February that Zak
calls the New Nakeds, which suit a
wider swath of customers and
come in all 47 sizes.
A NURSING BRA THAT WORKS
In May, Zak launched a line
of comfortable, functional bras
for nursing mothers, another
typically underserved group.
Existing nursing bras generally
don’t offer much support and
come in fabrics that can irritate
sensitive breast tissue. ThirdLove’s are made with ultrasoft
modal cotton and feature clasps
and wide front closures that
allow women to easily breast-feed their babies—or use a
breast pump—without having
to completely disrobe. “Over the
past four years I’ve been pregnant and nursing twice, part of
the time pumping at work,” Zak
says. “There was a huge opportunity to design comfortable nursing bras that new mothers can
confidently face the world in.”