The Greek philosopher Heraclitus may have said nearly 2,500 years ago, “The only thing that is constant is change,” but Larry readily embodies that sentiment today. As a professional communicator for the past 30 years, Larry has successfully evolved his career from broadcasting executive to agency owner—inspiring and orchestrating positive change every step along the way.
He became the CEO at FARM (formerly SKM Group), one of Western New York’s top agencies, in 2012. Under his leadership, the agency has flourished, growing from 40 associates four years ago, to 61 today. Revenue has also skyrocketed, increasing by 38% since 2013.
In 2015, the agency underwent its biggest change yet when it rebranded to FARM, a name reflective of Larry’s home in the bucolic community of Eden, N.Y., and symbolic of how the agency helps clients and local charities thrive. “I love helping anything or anybody grow,” he says. “It is deeply satisfying to me.”
FARM expanded its range of services while focusing on its industries of expertise, providing clients in the financial, energy, insurance, automotive and retail sectors with practiced, strategic marketing solutions meticulously chosen from its core competencies of research, branding, direct marketing, digital strategy, public relations, content marketing and media planning. The agency has been recognized as a Best Place to Work for four consecutive years, and eight overall, indicative of the environment fostered by the CEO, where professionals shine in a spirited and industrious environment.
Before FARM, Larry was VP-general manager at Entercom Buffalo, a conglomerate of radio stations ranging from Top 40 to Sports, for 12 years. While there, he introduced what has become his proudest achievement: Radiothons, which have raised millions of dollars for two of his favorite causes: the SPCA Serving Erie County and the Women and Children’s Hospital of Buffalo (WCHOB). They are still an annual tradition at the stations.
Larry currently serves on the WCHOB board of directors and is the past board president of the SPCA. His previous board appointments include the Alzheimer’s Association of Western New York and the Juvenile Diabetes Research Foundation. His non-work passions are the continuous and constant renovation of his farm, gardening, exercise, wine, travel, dogs and his grandchildren. Larry admits this seems like a lot, “but hey, I really don’t sleep much.”
