Agency focused on decentralization promotes two


Ernesto Adduci y Marco Azucena

Marketing agency LAPIZ recently announced the promotions of Ernesto Adduci and Marco Azucena to senior vice president, account director. Both Adduci and Azucena have been tasked with reshaping the account management department into a more decentralized model.

“Holocracy, is a unique business model that empowers account teams to make decisions autonomously,” said managing director and EVP Gustavo Razzeti.

The idea of holocracy began in the tech space around 2007 and LAPIZ adopted this form of “self-organization” more than a year ago. Some of the account teams are based on agency-specific topics (e.g., reputation, people development or operations) and some others are client specific (e.g., Mexico Tourism, Purina, Allstate).

According to Razzeti, both Adduci and Azucena have grown the agency significantly by following the decentralized approach.

Adduci currently oversees accounts including Kraft, United Healthcare and Mexico Board of Tourism. He has been building global brands for clients like Charmin, Bounty and Gain for more than 25 years, and has won multiple industry-leading awards including three Cannes Lions.

Azucena oversees the Allstate business and has been a critical player in the growth of the agency’s relationship with Advance Auto Parts. He has seen the transformation of the agency over the years first hand.

Chicago born LAPIZ is a marketing agency that uses outside perspectives to challenge established beliefs and create the unexpected. LAPIZ work has consistently been recognized in top international awards shows including several Cannes Lions, Clios and EFFIES. LAPIZ is part of the Leo Burnett Group.