MDW NY | Alessendra Larui_Changing You Organization

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Alessendra Larui, Group Creative Director at McCann Erickson and instructor at Hyper Island, shares her experiences in helping change things inside a traditional agency.

Alessendra Larui, Group Creative Director at McCann Erickson and instructor at Hyper Island, shares her experiences in helping change things inside a traditional agency.

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Transcript

  • 1. CHANGING YOURORGANIZATION.A.K.A GEt readyfor chaos+
  • 2. GOOD NEWS:YOU HAVESTARTEDunlockingIT THERIGHT WAY
  • 3. @alelariu
  • 4. SMALL + BIG+fast,nimble BULLYing powercreative halo NETWORK DEAL WITH DECISION MAKERSSMALL-deals with middle BIG -management slow, tough to“new’ account attract talentteam
  • 5. WHEN I STARTED...
  • 6. WHAT WE DID IN 2 YEaRS
  • 7. HOW?
  • 8. FIND YOUR SPACEFOR A LITTLE FOCUS
  • 9. RETHINK MEETINGS THEY ARE TOXIC*DECEMBER 2010MASSLAUNCH
  • 10. Hire KEY STAFF with adiffERENT mindset(aS WELL as DIFF SKILL SET)
  • 11. BRIEF TO SOLVE A PROBLEM(NOT A MEDIA BUY )
  • 12. NIKON and GG
  • 13. FREE YOUR IDEA(HUG ITS EXECUTION)
  • 14. MCtrnaform into lack of focus
  • 15. GOOD ENOUGHIS GOOD
  • 16. DON’T BE AFRAID TO START SMALL(IT’S THE NEW BIG) Coke happiness vending machine. Puma Eco bag. Instapaper. Levis recycle labels Doctor pepper fb updates. Radiohead pay what you want. Gmail invite only. I like it on - fb breast How many people paid button. Burger King King dates Global rich list. Livestrong wristbands Starbucks Betacup
  • 17. EMBRACE A NEW MODEL“There seems to be a new model of agencyemerging an agency that understands how tocreate marketing for a digital world, asopposed to just digital marketing.agencies that create ideas that can beadvertised as opposed to just advertisingideas.”FLO HEISS - DARE
  • 18. CHOOSE ONE THINGAND DO IT REALLY WELL
  • 19. CHANGE INSIDE & OUTISIDE(MAKE BOTH VISIBLE)
  • 20. obverwhelmed? pick 3be ready for chaos, chaos is TOUGH but it isCULTURE BUILDING in the long run
  • 21. READS
  • 22. READSREWORKby Jason Fried and David HanssonTHE BLACK SWAN by Nassim Nicholas Taleb
  • 23. ThNX