Larry KopaldPresident/Co-Founder, The Carbon Underground
Considered a leading brand-building architect, Larry Kopald spent over twenty years at some of the world’s leading advertising agencies overseeing advertising for companies ranging from American Express and McDonalds to Honda and Pepsico. Although coming up on the creative side, strategic analysis and development were always a critical part of his mission. During his time at agencies Leo Burnett, Ogilvy & Mather, DDB, and his own THINK Larry helped launch multi-billion dollar brands such as Acura, Oracle, and Chicken McNuggets, among others.
In 2008 Larry co-founded Kopald/Stranger, a change agency committed to growing businesses while simultaneously creating positive change in the world. Kopald/Stranger counts Nike, Patagonia, Walmart, and 3M among its clients.
In 2014, as new data began to emerge linking soil health to climate change, food and water security, and supply chain stress Larry combined his corporate experience with his environmental commitment (Director of Greenpeace, Oceana, 1% For The Planet) and co-founded The Carbon Underground, which today is considered a global leader in the movement to transform food and fiber agricultural systems. The Carbon Underground works with corporations, governments, the United Nations, universities, and groups representing millions of farmers around the world. Seminal work includes creating the standardized definition for Regenerative Agriculture, along with California State University/Chico, and a verifiable standard for regenerative agriculture to enable food companies to quantify the impact of supply chain transformation.
Larry’s strategic work has twice been profiled in the Harvard Business Review, and his creative work has been nominated for both Grammy and Emmy awards.
Larry is currently a Senior Fellow at USC’s Marshall School of Business, and served on the White House Panel on Social Innovation under President Obama.