Charlotte Beers at Ogilvy and Mather Worldwide

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  • Topic: Ogilvy & Mather, Value
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  • Published : August 5, 2008
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Charlotte Beers at Ogilvy and Mather Worldwide (A)
1. What is Beers trying to accomplish as CEO of Ogilvy and Mather Worldwide? -She wanted to activate assets that they already had (Vast network of offices worldwide, its creative talent, and its distinguished list of multinational clients.) -Manage the complexity of the emotional as well as the logical relationship between consumer and a product (Client and Brand Focused) -Creation of Brand Stewardship (Brand Audits)

-Creation of an overarching vision and mission statement that will move the company (To be the agency most valued by those who most value brands) 2. What is your evaluation/assessment of the process Beers and her team went through to create the Vision and Values Statement? -Created “Stretch” Goals to weed out the employees that work themselves into new configurations -Picked a multi-discipline group that had the same desire to move forward -Depersonalize conflicts

-Create passionate arguments
-Created a group that she felt that she belonged to
-Only the group members became true believers, had the arduous task of converting everyone else. And only Beers, had the drive / and vision to do it. 3. What type of leader is Beers? Explain whether these qualities are appropriate for the type of organizational change she is seeking to accomplish, given the circumstances facing O & M. -She has the ability to inspire / has presence

-She has great ideas / but sometimes has the inability to express them -Frank and honest / tells people the way it is
-As an outsider she was looking for likeminded people / and a place to fit in -She works well with clients / works well with people to motivate them. -I believe that she is the right person to get the company moving in the right direction, but she also needs a strong group of managers that understands her vision and can readily send that message downwards. She’s doing a good job of PR and working on the feel of the company to clients, but...
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