Lori Senecal has never been one to stand still.As her career has taken her from Montreal to Toronto to New York into the worlds of both strategic planning and account management, she has added title after title and responsibility on top of responsibility and today is global director of content integration at McCann Worldgroup, New York, while wearing a couple of other hats as well. Clearly, she has grabbed the ring and run with it in every position she has held. In all of this, there has been one constant, and that is a drive to challenge the status quo and look for new and better ways of doing things. One of her loves, developing young-adult lifestyle brands, led to the launch of TAG, McCann’s young-adult marketing specialist unit that has attracted major assignments from multinationals aiming to reach this often elusive market.The division provides ongoing insight into youth culture, houses and nurtures creative expertise, and leverages traditional and non-traditional communication channels to make brands matter to young adults. Her responsibilities as Worldgroup’s director of content integration include global responsibility for the TAG unit as well as leveraging and coordinating Worldgroup’s assets in the areas of consumer insight, interpretation, idea development, and delivery. And that’s only two of the hats she wears. In addition, she is worldwide account director for Coca-Cola, which grounds her in both the world of tradition and the world of the future.