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September 2007 - Strategy Magazine
Special Report

Ian Morton, CEO, Summerhill Group, picks:
Laurie Simmonds
President/CEO, Green Living Enterprises

by Mary Dickie
page 32

Laurie Simmonds worked in various roles at Toronto's Key Publishers for 13 years before Key asked her to spearhead its green publishing efforts in 1997. In 2005, under Key's umbrella, Simmonds established Green Living Enterprises, now a many-armed entity involved in book and magazine publishing, corporate consulting, brand promotion, event management, sponsorships and fundraising. GLE's projects include Canada's highest-circulation magazine, Home Depot's Eco Options, the Planet in Focus film festival, the Green Living Show and the Green Toronto Awards, as well as campaigns on behalf of the World Wildlife Fund and the Forest Stewardship Council.

"Laurie has demonstrated leadership in bringing ideas to the market and making them happen," says nominator Ian Morton. "Her understanding of business strategy and client needs have propelled GLE into the forefront of agencies helping communicate their commitment to environmentally responsible programs, while promoting consumer environmental awareness."

The company has grown quickly, and Simmonds expects her staff of 35 to expand to over 70 in the next few months. More than 20,000 people attended April's inaugural Green Living Show in Toronto to see 265 exhibitors and speakers like Al Gore and David Suzuki. "It was the first time anything so ambitious had been attempted," says Morton, "and Laurie made this vision a reality."

Simmonds expects to double the show's size next year and expand it across Canada. She recently launched greenlivingonline.com, the official green content provider for Yahoo, and steers GLE's custom publishing division, which is "exploding."

"We've been working with clients to help them communicate their message in the most authentic way possible," she says. "We link them to good environmental organizations and every level of government, and we've had some very rewarding relationships with clients like Loblaws, Wal-Mart, Home Depot and Environmental Defence. It's been very rewarding helping them build their marketing and communications messages, green their companies and take their message to the street."

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