mdw boulder april '11 | alessendra lariu_changing your organization
Post on 20-Oct-2014
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DESCRIPTION
Alessendra Lariu, co-founder of SheSays, former Group Creative Director at McCann Erickson and instructor at Hyper Island, shares her experiences in helping change things inside a traditional agency.TRANSCRIPT
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THE WORK AND GETTING TO IT A.K.A GEt ready for chaos+
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GOOD NEWS:YOU HAVE STARTED unlocking IT THE RIGHT WAY
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@alelariu
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SMALL +fast nimblecreative halofun spaceSMALL -deals with middle managements“new’ account team
BIG +BULLYNETWORK DEAL WITH DECISION MAKERS
BIG -slow, difficult to attract talent
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WHEN I STARTED...
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WHAT WE DID
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HOW?
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CHOOSE ONE THINGAND DO IT REALLY WELL
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CLOUD THE TOOLSGROUND THE PEOPLE
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SMART RESOUrCINGIS YOUR OTHER JOB
925
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DECEMBER 2010
MASS LAUNCH
RETHINK MEETINGSTHEY ARE TOXIC*
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Hire KEY STAFF with a diffERENT mindset (aS WELL as DIFF SKILL SET)
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REMIX YOUR TEAMS
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BRIEF TO SOLVE A PROBLEM(NOT A MEDIA BUY )
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FREE YOUR IDEA(HUG ITS EXECUTION)
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NIKON and GG
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NURTURE CULTURE(DON’T TRY TO CREATE IT)
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GOOD ENOUGHIS GOOD
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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 breast cancer campaignHow many people paid button. Burger King King dates a super model. Global rich list. Livestrong wristbands Starbucks Betacup Chalkboard
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see saw
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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
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BUT YOU CAN’T DO IT ALONE
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be ready for chaos, chaos is TOUGH but it is CULTURE NURTURING in the long run
obverwhelmed? pick 3
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READS
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READSREWORK by Jason Fried and David Hansson
THE BLACK SWAN by Nassim Nicholas Taleb
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ThNX