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

1. CHANGING YOUR
ORGANIZATION.
A.K.A GEt ready
for chaos+

2. GOOD NEWS:
YOU HAVE
STARTED
unlocking
IT THE
RIGHT WAY

3. @alelariu

5. SMALL + BIG+
fast,nimble BULLYing power
creative halo NETWORK
DEAL WITH
DECISION MAKERS
SMALL-
deals with middle BIG -
management slow, tough to
“new’ account attract talent
team

6. WHEN I STARTED...

7. WHAT WE DID IN 2 YEaRS

8. HOW?

9. FIND YOUR SPACE
FOR A LITTLE FOCUS

10. RETHINK MEETINGS
THEY ARE TOXIC*
DECEMBER 2010
MASS
LAUNCH

11. Hire KEY STAFF with a
diffERENT mindset
(aS WELL as DIFF SKILL SET)

12. BRIEF TO SOLVE A PROBLEM
(NOT A MEDIA BUY )

13. NIKON and GG

14. FREE YOUR IDEA
(HUG ITS EXECUTION)

15. MCtrnaform into lack of focus

16. GOOD ENOUGH
IS GOOD

17. 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

19. EMBRACE A NEW MODEL
“There seems to be a new model of agency
emerging an agency that understands how to
create marketing for a digital world, as
opposed to just digital marketing.
agencies that create ideas that can be
advertised as opposed to just advertising
ideas.”
FLO HEISS - DARE

20. CHOOSE ONE THING
AND DO IT REALLY WELL

21. CHANGE INSIDE & OUTISIDE
(MAKE BOTH VISIBLE)

23. obverwhelmed? pick 3
be ready for chaos, chaos is TOUGH but it is
CULTURE BUILDING in the long run

24. READS

25. READS
REWORK
by Jason Fried and David Hansson
THE BLACK SWAN
by Nassim Nicholas Taleb

26. ThNX