Bernstein-Rein Taps New Creative Leader

Industry veteran Lara Wyckoff is joining Bernstein-Rein (BR) as its first female executive creative director. She will take over the agency’s creative leadership from David Smith, who recently left the agency for personal reasons. 

Wyckoff reports to managing director Chris Perkins and will be based in Kansas City, MO. 

Wyckoff’s experience spans brand development to traditional advertising, design and various aspects of digital advertising and website development. Most recently she was creative director at VML and has spent time at Periscope, Martin Williams, and Risdall. She co-founded Lee Branding and within three years grew the company from two to twenty. 

Over her 20+ year career, she has worked with clients including Pepsi, Tropicana, MasterCard, L.L.Bean and E*Trade.  

“She shares our entrepreneurial spirit and focus on creating business building ideas for brands that help them deeply connect with people," says Perkins. 



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