MDW NY | Alessendra Larui_Changing You Organization
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CHANGING YOUR ORGANIZATION. A.K.A GEt ready for chaos+
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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.
Transcript of MDW NY | Alessendra Larui_Changing You Organization
CHANGING YOUR ORGANIZATION. A.K.A GEt ready for chaos+
GOOD NEWS:YOU HAVE STARTED unlocking IT THE RIGHT WAY
@alelariu
SMALL +fast,nimblecreative halo
SMALL-deals with middle management“new’ account team
BIG+BULLYing powerNETWORK DEAL WITH DECISION MAKERSBIG -slow, tough to attract talent
WHEN I STARTED...
WHAT WE DID IN 2 YEaRS
HOW?
FIND YOUR SPACEFOR A LITTLE FOCUS
DECEMBER 2010
MASS LAUNCH
RETHINK MEETINGSTHEY ARE TOXIC*
Hire KEY STAFF with a diffERENT mindset (aS WELL as DIFF SKILL SET)
BRIEF TO SOLVE A PROBLEM(NOT A MEDIA BUY )
NIKON and GG
FREE YOUR IDEA(HUG ITS EXECUTION)
MCtrnaform into lack of focus
GOOD ENOUGHIS GOOD
DON’T BE AFRAID TO START SMALL(IT’S THE NEW BIG)
Coke happiness vending machine. Puma Eco bag. Instapaper. Levis recycle labelsDoctor pepper fb updates. Radiohead pay what you want. Gmail invite only. I like it on - fb breastHow many people paid button. Burger King King dates Global rich list. Livestrong wristbands Starbucks Betacup
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
CHOOSE ONE THINGAND DO IT REALLY WELL
CHANGE INSIDE & OUTISIDE(MAKE BOTH VISIBLE)
be ready for chaos, chaos is TOUGH but it is CULTURE BUILDING in the long run
obverwhelmed? pick 3
READS
READSREWORK by Jason Fried and David Hansson
THE BLACK SWAN by Nassim Nicholas Taleb
ThNX
