I speak for Hyper Island Master Classes in New York. This is the presentation that I've developed (through several drafts) of how to take the theory of working together better for our evolved landscape and being more nimble/collaborative/smart into actual practice.

1. COMING OFF THE ISLAND
heidi hackemer
@uberblond
@BBHNewYork /Strategic Director

2. ME A YEAR AGO"
NOT REALLY ON
TWITTER. ANNOYED WITH
FACEBOOK (well, some
things don’t change).
FOURSQUARE WHAT?
DIDN’T BLOG. MORE
OFTEN THAN NOT MIRED
IN FRUSTRATING
PROCESSES WITH
CLIENTS. NO PERSONAL
PROJECTS. "
I SUCKED. "

3. I BLAME KURT.

4. LOVE VS DIGITAL

5. CONNECTIVITY = HUMAN "
DIGITAL = CONNECTIVITY "
DIGITAL = LIFE

6. EMBRACING DIGITAL ISN’T ABOUT EMBRACING
THE TECHNOLOGY"
yes, embracing the mechanisms"
embracing (mechanism) culture"
embracing a different rhythm of communication"
embracing connectivity & networks"
embracing collaboration"
embracing the team"
embracing BETA in everything"

7. I’ve had a little bit too much
All the people start to rush, start to rush by
How does he twist the dance? Can’t find a drink, oh man
Where are my keys? I lost my phone
What’s going on on the floor?
I love this record baby but I can’t see straight anymore
Keep it cool, what’s the name of this club?
I can’t remember but it’s alright, a-alright
Just dance, gonna be okay
Just dance, spin that record babe
Just dance, gonna be okay
Dance dance just dance

8. FIVE PRINCIPLES FOR COMING OFF
THE ISLAND"
POSITIVITY BRINGS CHANGE"
IMMERSION IS THE ONLY PATH TO
CONVERSION"
MINIMIZE THE SPACES BETWEEN"
CREATE NEW DEFINITIONS OF WHAT
IT MEANS TO BE ‘PROFESSIONAL’"
NEW SOLUTIONS REQUIRE EVOLVED
PROCESSES

9. FIVE PRINCIPLES FOR COMING OFF
THE ISLAND"
POSITIVITY BRINGS CHANGE"
IMMERSION IS THE ONLY PATH TO
CONVERSION"
MINIMIZE THE SPACES BETWEEN"
CREATE NEW DEFINITIONS OF WHAT
IT MEANS TO BE ‘PROFESSIONAL’"
NEW SOLUTIONS REQUIRE EVOLVED
PROCESSES

10. MAKE A PLAN "
& TALK ABOUT YOUR TIME ON THE ISLAND"
BE INTENSELY DEMOCRATIC ABOUT THIS"
BE RIDICULOUSLY NICE & POSITIVE"
TELL PEOPLE WHAT YOU ARE ALL GOING TO DO
TOGETHER AND WHAT IS GOING TO CHANGE
STARTING NOW"

11. FIVE PRINCIPLES FOR COMING OFF
THE ISLAND"
POSITIVITY BRINGS CHANGE"
IMMERSION IS THE ONLY PATH TO
CONVERSION"
MINIMIZE THE SPACES BETWEEN"
CREATE NEW DEFINITIONS OF WHAT
IT MEANS TO BE ‘PROFESSIONAL’"
RETHINK EVERYTHING

12. THE COLD, HARD TRUTH"
YOU CAN’T MAKE GREAT IDEAS FOR THE "
PLATFORMS IF YOU DON’T UNDERSTAND THEM"
PLAY PLAY PLAY

13. TO THE CLOUD! (BY TUESDAY EOD) "
GET THE TOOLS IN YOUR HANDS & GET USING THEM"
SET UP A TWITTER ACCOUNT"
SET UP A INSTAGRAM or FLICKR ACCOUNT & INSTALL ON PHONE"
GET TWEETDECK ON YOUR DESKTOP & PHONE"
FOLLOW WHO @MALBONNINGTON FOLLOWS"
FOURSQUARE AT LEAST UNTIL YOU GET A BADGE"
SET UP A TUMBLR, FOLLOW PEOPLE AND DO IT"
SYNC YOUR TUMBLR/TWITTER/FLICKR TO YOUR FACEBOOK "
PICK A WORK PROJECT AND USE GOOGLE DOCS FOR IT"
SET UP AND USE A DROPBOX ACCOUNT"
LISTEN TO YOUR MUSIC VIA LAST.FM/PANDORA "
ORGANIZE YOUR DAY VIA TUEXDUEX"
CALL A FRIEND USING GOOGLE VOICE"
MAKE A MOVIE AND UPLOAD IT TO YOUR YOUTUBE CHANNEL"
SKYPE/GOOGLE VID REMOTE COLLEAGUES/CLIENTS INSTEAD OF EMAIL "

14. EMBRACE YOUR INNER (FRIENDLY) DOMINATRIX"
DEMOCRATIZE TOOL USE"
IF YOU HAVE PULL, WORK IT"
MAKE FRIENDS WITH THE IT GUYS"
MAKE PLAY HAPPEN ON THE PLATFORMS "

15. FIVE PRINCIPLES FOR COMING OFF
THE ISLAND"
POSITIVITY BRINGS CHANGE"
IMMERSION IS THE ONLY PATH TO
CONVERSION"
MINIMIZE THE SPACES BETWEEN"
CREATE NEW DEFINITIONS OF WHAT
IT MEANS TO BE ‘PROFESSIONAL’"
NEW SOLUTIONS REQUIRE EVOLVED
PROCESSES

16. INTERROGATE YOUR PHYSICAL SPACE…"
AND CHANGE IT"
AUF WIEDERSEHEN OFFICES"
TEAMS SITTING ON TOP OF EACH OTHER"
HOT DESK CULTURE"
WAR ROOMS WHERE THE THINKING IS EXPOSED "

17. PEP TALK BREAK"
THE WISE WORDS OF @malbonnington"
“ASK FOR FORGIVENESS”

18. Account Executive
Account Account Strategic
Coordinato Creative
Manager Director Director
r Director
Work Room
Media
Project Interactive Account Business Media
Strategis
Manager Producer Manager Director Director
t
Brand
Strategist
War Room
Media Media
Strategist Strategist
Work Room Creative Work Room Creative Work Room Creative
Creative Creative Creative

19. THE SUPER BONUS OF SITTING LIKE THIS"
LESS EMAILS"
LESS MEETINGS"
LESS MISUNDERSTANDINGS"
EVERYTHING GOES FASTER AND ARGUABLY
SMOOTHER (FOR THE MOST PART)

20. THE REALITY OF SITTING LIKE THIS"
THERE NEEDS TO BE OTHER “SPACES” TO THINK"
THERE NEEDS TO BE RESPECT FOR SOMEONE THAT
NEEDS TO GET SOME THINKING DONE

21. ENERGY HAS TO BE RIGHT"
DON’T STOP BELIEVING"
HARDER BETTER FASTER
STRONGER "

22. FOOD FOR THOUGHT BREAK"
TEAM CULTURE IS REALLY IMPORTANT,"
PERHAPS MORE IMPORTANT THAN EVER"
STAY AWARE OF TEAM CULTURE AND DYNAMICS
JUST AS MUCH AS YOU STAY AWARE OF THE
ASSIGNMENTS

23. FIVE PRINCIPLES FOR COMING OFF
THE ISLAND"
POSITIVITY BRINGS CHANGE"
IMMERSION IS THE ONLY PATH TO
CONVERSION"
MINIMIZE THE SPACES BETWEEN"
CREATE NEW DEFINITIONS OF WHAT
IT MEANS TO BE ‘PROFESSIONAL’"
NEW SOLUTIONS REQUIRE EVOLVED
PROCESSES

24. BANISH EGO"
(THIS IS VERY HARD)"
PRACTICALLY, THIS IS ABOUT EXPOSURE AND BEING
COMFORTABLE BEING EXPOSED"
THIS IS ABOUT LISTENING & RESPECT"
TALK ABOUT IT"
IF SOMEONE’S EGO IS GETTING IN THE WAY, "
KICK THEM OFF YOUR TEAM (HARSH, I KNOW)"

25. EXPECT EVERYONE TO BE A DO’ER"
THEORY IS GREAT, MAKING SHIT IS BETTER"
DO THE DIGITAL PLATFORMS"
EVERYONE CONTRIBUTES TO SOLVING THE
PROBLEMS"
LOVE PERSONAL PROJECTS

26. HIRE T-SHAPED PEOPLE"
ABSOLUTE EXPERTS"
GENERALIST RESPECT/KNOWLEDGE"
AWESOME COLLABORATORS

27. PEP TALK BREAK"
THE GREAT MYTH OF COLLABORATION"
THIS IS GOING TO BE EASY & FUN!

28. FIVE PRINCIPLES FOR COMING OFF
THE ISLAND"
POSITIVITY BRINGS CHANGE"
IMMERSION IS THE ONLY PATH TO
CONVERSION"
MINIMIZE THE SPACES BETWEEN"
CREATE NEW DEFINITIONS OF WHAT
IT MEANS TO BE ‘PROFESSIONAL’"
NEW SOLUTIONS REQUIRE EVOLVED
PROCESSES

29. Here’s some processes we’ve been playing with"
It ain’t perfect, but we’re trying new things and
learning from that

30. FULL TEAM TAKES THE BRIEF"
CREATIVE"
STRATEGY"
MEDIA"
ACCOUNT"
PRODUCTION

31. FULL TEAM SITS IN A SPEED-STATUS EVERY DAY"
(USUALLY 15-30 MINUTES)"
CREATIVE"
STRATEGY"
MEDIA"
ACCOUNT"
PRODUCTION

32. FULL TEAM SIGNS OFF"
CREATIVE"
STRATEGY"
MEDIA"
ACCOUNT"
PRODUCTION

33. KICK-OFF SESSIONS"
EVERYONE IN ROOM, OFTEN INCLUDING THE CLIENTS"
STRATEGIST HAS DEFINED THE PROBLEM –
BROUGHT IN INSIGHTS TO FUEL THE SOLUTION"
CULTURE OF RIFF AND BUILD"
LOCK DOWN THE BRIEF AFTER THIS

34. IDEA SESSIONS: OUTLINE"
PROBLEM GETS DEFINED"
RIFF TO FOR AN HOUR"
COFFEE BREAK: GROUP LEAVES & PROBLEM
OWNERS DECIDE ON BEST TERRITORIES"
SMALL GROUPS DIG DEEP INTO BEST TERRITORIES"
PRESENT AND BUILD"
DEFINE NEXT STEPS

35. IDEA SESSIONS: PRINCIPLES"
12 – 15 PEOPLE"
CASTING IS VERY IMPORTANT: DIVERSE &
COLLABORATIVE"
INCLUDE CLIENTS"
FACT: WOMEN DO THIS BETTER "
SOME PEOPLE AREN’T GOOD AT THESE – THAT’S OK

36. TWO A DAYS"
DAY ONE: CREATIVES GET PUT IN A ROOM TOGETHER
TO CRACK THE PLATFORM TOGETHER"
MEDIA MESHES IN WITH THE CREATIVE PROCESS"
CREATIVE DIRECTOR/STRAT DIRECTOR COME IN 2x/
DAY TO RIFF, DIRECT, HELP"
WALL GETS COATED WITH IDEAS"

37. CLIENT MESHING"
BRING IN CLIENTS WAY EARLIER THAN USUAL"
TEACH THEM HOW TO WORK WITH ROUGH IDEAS/
THOUGHTS"
INVOLVE THEM IN MAKING THE SOLUTION"
GREAT TOOL: GOOGLE DOCS"

38. FOOD FOR THOUGHT BREAK"
RETHINK EVERYTHING YOU ACCEPT AS TRUE"
STRATEGISTS OWN INSIGHTS, THERE’S ONLY ONE
SOLUTION, STRATGISTS WRITE BIG DECKS,
CLIENTS DON’T GET IT, ACCOUNT PEOPLE ARE
JUST PROCESS, CREATIVES OWN THE SOLUTION,
EVERYTHING HAS TO BE COMPED UP BEAUTIFULLY
TO PRESENT, THE SOLUTION IS COMMUNICATIONS,
MEDIA GETS INVOLVED AFTER THE IDEA IS
SORTED, WE GO AWAY FOR WEEKS TO MAKE
SOMETHING PERFECT, THERE’S ONLY ONE
ANSWER

39. ACCOUNT
STRATEGY
CREATIVE
PRODUCTION
MEDIA

40. MEDIA
STRATEGY
CREATIVE
ACCOUNT
PRODUCTION
CLIENTS
IT’S NOT ABOUT BLOWING UP WHAT WE DO AND OUR SKILL SETS;
IT’S ABOUT WORKING IT DIFFERENTLY

41. “YEAH, BUT MY CLIENT IS BIG AND DIFFICULT AND
THIS STUFF ISN’T GOING TO HAPPEN”

42. PICK ONE PROJECT "
HERE’S WHAT TO DO TO MAKE IT HAPPEN"
START SMALL"
HANDPICK THE RIGHT PEOPLE"
GET A TEAM AREA"
DEFINE, COMMUNICATE AND DRIVE AN OPEN &
COLLABORATIVE PROCESS"
GET A BUDGET SET ASIDE TO ITERATE (PRODUCTION/
MEDIA)"

43. OLD SCHOOL MASTER BRAND MANAGEMENT: BURST. BURST. BURST.

44. NEW SCHOOL: BUILD, BUILD, BUILD

45. FIVE PRINCIPLES FOR COMING OFF
THE ISLAND"
POSITIVITY BRINGS CHANGE"
IMMERSION IS THE ONLY PATH TO
CONVERSION"
MINIMIZE THE SPACES BETWEEN"
CREATE NEW DEFINITIONS OF WHAT
IT MEANS TO BE ‘PROFESSIONAL’"
NEW SOLUTIONS REQUIRE EVOLVED
PROCESSES