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Gustavo Razzetti of LAPIZ: Make sure that the team is aligned throughout the creative process
Manuela Walfenzao| 26 de abril de 2016
“Resistance has a bad reputation, but is caused by change. When it happens, it is a good signal. Instead of fighting it, we can use that energy in our favor” wrote Gustavo Razzetti, EVP and Managing Director at LAPIZ in his {blog;https://medium.com/liberationist-thoughts/facing-resistance-don-t-fight-the-storm-ad782a856b62#.y3z1fz1im} regarding the change process that agencies face, and the resistance to it. In his post he refers to two storms that LAPIZ faced in 2014. One was when Mexicos Los Cabos was suddenly hit by a hurricane. The agency had to develop a campaign for the Mexico Tourism Board aiming to prove in social networks that the beaches will be ready by the time tourists arrived, in less than 72 hours. The second was the internal storm. Despite the campaign won at every major award show including Cannes, the top executives felt excluded from the creative process and questioned the entire idea. For Razzetti some first-hand learnings to face change successfully are: “Make sure that the team is aligned throughout the process and prepare to face resistance as a team. Beware of tensions driven by hierarchies and power struggles, the advertising industry must stop dealing with bruised egos. Finally, dont rely solely on your work, design the experience of selling, prepare for resistance.” “Its easy to defeat one person, but much harder to fight a team thats aligned on the process and vision” Razzetti concluded.
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