Born in Brazil and now native to the digital space, Ale Lariu considers herself a “geeky jungle kid.” We see her more as a spunky guru for creatives in digital, marketing and advertising. Our friends at Fast Company would certainly agree; they chose her as #29 of the 100 most creative people in business in 2010, topping Tom Ford, Jamie Oliver and the founders of FourSquare.
Among her other impressive credentials, Lariu was once the SVP, Creative Director at McCann Erickson. While she enjoyed the thrills of agency life, she told us at a recent Share in our NY office that she had a stronger desire to live a “free range” existence. “I just thought, well, if technology and co-creation has allowed us to do all these things, why don’t we take advantage of them? Why are we still working in the same way?”
She left McCann to cofound SheSays, a now award-winning global creative network for women. Her goal is the engagement, education and advancement of all creative people in digital marketing and advertising, but her focus is on women.
The newest venture out of SheSays is Shout, a radical and innovative way for women in digital advertising to work collaboratively and be compensated for it. Think of an online community where everyone is encouraged to give creative input towards a client’s brief and then gets rewarded for their contribution, whether their direction is chosen or not.
Shout embodies all of Lariu’s ideas about cage-free working, or what Wolff Olins usually dubs being boundaryless. People work when and where they want, with whomever they choose to. The profit is shared, the culture is collaborative, the rewards are both financial and non-financial. A lot of the Shout community contributes part time or freelance, Lariu told us, as a sort of supplemental income.
“One insight I had when putting this together was that there are so many clever people out there. For instance, I bet I’d like to work with all of you guys. But when I was tied to one agency I couldn’t.” Once you’re part of the network, Shout has a LinkedIn-like algorithm that introduces you to people with complementing interests and skills, who you might want to work with.
At the same time, Lariu says clients are into it because of its social aspect. “On the public layer, people are always commenting on the work as it’s happening. It’s like real-time PR for them.”
Shout also collaborates with its sister company, SheSays, to educate its members through events, courses, career management and mentorship. To learn more, get involved, or take classes at these two ventures, visit http://weareshesays.com/ and http://www.everybodyshout.com/.
SHARE is a weekly show & tell at Wolff Olins NY. Check out previous Shares HERE.
At Wolff Olins we’re enmeshed in the business of brand – consistently surprised, delighted, and challenged by what we see. While you can’t quite hold a brand or put one in your pocket, a strong brand – from chocolates to cleaning products – has the power to move you, sometimes to love.
This Valentine’s day we thought it right to express our love for our favorite ones and explain why it is they rock our world. Here’s to you, sweet brands…won’t you be ours?
The following were compiled in our New York and London offices:
I love Muji because they don’t impose their identity on mine.
I love Target because they democratise design.
I love Google for all the great things they allow me to do.
I love Jacques Torres ‘cause I use chocolate medicinally and they’re right around the corner.
I love the New York Times. I’ve been reading it since I was twelve.
I love Post-It because they’re still relevant and quirky in a digital age.
I love Vintage Seltzer for its blue and white label and because it’s so normal.
I (heart) Sol Moscot and Grenson. Two brands with a long line of tradition, both of which do not rest on that heritage while keeping their quality high and their brands fresh and contemporary.
I love Apple. The Mac and the iPhone changed my life, can’t live without my iPad.
I love Mrs. Meyer’s cleaning products ‘cause they smell so good and all natural.
Uniqlo. What’s there not to love about this brand? In a recent brand campaign in New York they focused on the aspect that no matter what age, gender, race, income, their products can be worn by anyone. Plus every aspect of their expression and experience is really engaging too!
I love TIDE detergent. I want my clothes to be washed with only that. It takes me back to childhood and maybe a field of flowers.
I love Trader Joe’s because their employees give the best, most honest, recommendations and are outfitted in Hawaiian shirts. WIN.
I love PBS Masterpiece Theater. Why? Consistency (in storytelling, high production value, great acting, and intelligent, witty, entertaining programming, and nice online content to complement the show and grow viewership). (read: I love Downton Abbey)
I love J. Crew because even though their vanity sizing is absurd, Mickey and Jenna are retail visionaries.
I love Urban Outfitters– the Starbucks of casual wear. It may not be cool to admit you shop there, but I can rely on them for the basics I need with a fashionable twist, at affordable prices. Any young-ish woman who denies shopping there is lying!
I have a thing for Aveda Hand Relief. There’s just something about pausing in the middle of your day to put it on. I still remember the first time I used it and the soothing voice of the saleswoman who gave me that first sample in the Aveda store.
Equinox. Cold eucalyptus towels, top of the line machinery, no waits, great classes. Who knew I’d actually be excited to go to the gym?
I really love Burton. With these guys, there’s an obvious authenticity that really comes through in everything they touch. From their solid products to the content on their website (snow porn!) to how their flagship stores are designed, the brand is clearly built for snowboarders, by snowboarders.
I love the Mets—but it’s a seriously dysfunctional relationship.
What are the brands you can’t live without? Share your favorites with our team @wolffolins.
