About ICF

Larry Guerrero

Partner, Media Services
Larry is a paid media expert with more than 20 years of building engagement and long-term relationships with consumers that generate ROI for clients.

Larry has led the media services team for more than 9 years, working in the Washington, DC, metro area. He has more than 20 years of experience in advertising, media planning, and communications strategy.

Driven to meet client business objectives, he brings wide-ranging knowledge and expertise across multiple categories and media disciplines and a track record of successfully driving client ROI.

His expertise is in using all the tools at his disposal, including analysis and empathy, to make relevant and meaningful connections with audiences that not only create short-term engagements, but that build long-term relationships that positively impact clients’ bottom line. His vertical experience includes healthcare, energy utilities, finance, home improvement, home appliances, QSR (quick-serve restaurants), sports teams, cable networks, and non-profit charities.

What energizes Larry is helping consumers improve their lives by connecting them to opportunities such as affordable health insurance, quitting smoking, avoiding health issues, or saving on their energy bill.

Other areas of expertise:

  • Direct-to-consumer media, brand building, generating retail traffic, and sales and analysis.
  • B.A., Journalism and Mass Communication, University of South Carolina, Columbia