Case Study on Charlotte Beers at Ogilvy & Mather Worldwide

Case Study on Charlotte Beers at Ogilvy & Mather Worldwide Evaluation on the change implementation by Charlotte Beers

Being successful in change implementation, the change strategist should understanding the need to change, able to develop a direction that lead the crowd to move forward, obtain support from implementers and recipients and set up plans and structure that facilitate change and encourage continuously improvement.

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Able to understanding the need to changes
Charlotte Beer as the change strategist successful understood the challenges facing by
O&M externally and internally. Advertising industry was going globalized and customers demand “better service at lower cost”. Strong competitions in the market threatened O&M business by taking away their important clients. Internally, O&M was unable adapt to the changing demand. Operating cost and agency fee was high while quality of work diminished and cooperation was limited among staffs. Therefore,
Charlotte Beer adopted “Re-creation”, change the Company values and strategy to tackle threats.

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Successfully set up a common vision and encourage moving forward
Beers worked out a vision with a group of change leaders and set up a clear direction focusing on brand stewardship. The vision “To be the agency most valued by those who most value brands” imbed the belief of brand stewardship and visualize how excellent
O&M should be in future. It is encouraging, easily remembered and it leads employees’ direction to brand-orientated. However, there should be more elaboration and it was

good that Beers provided some ideas on how to achieve it as well as the culture and behavior the company appreciated. This made a good start for the change program.

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Implementation plan can hit the objective and remove O&M from urgent threats.
Beers had set some objectives which help to tackle the most urgent problems. Besides setting up a new direction, she needed to gain back the clients by