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
Premium
Ogilvy & Mather first rose to prominence in 1950 with its eye-patched "Hathaway Man‚" an advertising tool for dress shirts that ran for the next 25 years. Ogilvy’s other initial ads were for Rolls-Royce and Schweppes. Founder David Ogilvy believed that effective advertising created an indelible image of the product in consumers’ minds and that campaigns should always be intelligent‚ stylish and "first class". David Ogilvy became an industry legend -- his book‚ Ogilvy on Advertising‚ became an advertising
Premium Advertising
Charlotte Beers at Ogilvy & Mather Worldwide (A) 1. What is Beers trying to accomplish as CEO of Ogilvy and Mather World Wide? The people at Ogilvy & Mather didn’t take Charlottes appointment to the agency with enthusiasm. She wasn’t from O&M and they didn’t like outsiders. But Beers had a charm and passion that made an impression with the firm and its insiders. Her first order of business was to remove the word “beleaguered” from press reports. She felt that people had lost sight of Ogilvy’s
Premium American Express The A-Team Brand management
Executive Summary Charlotte Beers has a vision; however‚ she cannot convey this message personally to the whole Ogilvy & Mather organization (O&M). Appointed CEO after a hostile takeover‚ Beers was faced with the challenge of uniting a multinational‚ autonomous corporation under her concept of Brand Stewardship. David Ogilvy founded the company‚ that later merged with Mather & Crowther‚ which became one of the leading advertising agencies. O&M had offices worldwide‚ focusing on local as well
Premium Advertising
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. ! Able to understanding the need to changes Charlotte Beer as the
Premium Reward system Beer
Charlotte Beers at Ogilvy & Mather Worldwide (A) Document purpose: suggestions to increase acceptance of Ogilvy & Mather’s new Vison on employees below senior executive management. Problem definition December 1993: Charlotte Beers assesses the progresses made by the company after she became CEO: she realizes that clients love the Brand Stewardship concept‚ but most employees‚ below executive levels‚ have not embraced the newly created Vison. The problem I will focus in this document is the
Premium Marketing Wal-Mart Retailing
Introduction This reaction paper is based on the “Charlotte Beers at Ogilvy & Mather Worldwide (A)” Harvard Business School case (HBS Case #9-495-031) which examines the challenge Beers faces in her new role as CEO of Ogilvy & Mather and increasing the acceptance of the new vision for the organization - and particularly the ‘Brand Stewardship’ business initiative - by employees below senior management level within the organization. The case details the steps Beers takes as she guides her organization through
Premium Management Change management
OGILVY & MATHER PART 1: One of the most definitive problems with Charlotte Beers’ brand stewardship was her communicative process with upper-level management. While it may be true that Beers’ was able to develop a clear vision of Brand Stewardship and explain what that meant to her collaborative team “thirsty for change‚” the idea was only a concept at the end of their meeting summit. It is essential to the success of any plan that a strategy must first be developed‚ and to that point‚ Charlotte
Premium Communication Management Concept
1. Unfreezing a fragmented Ogilvy & Mather out of the Ice Age. Charlotte Beers tries to turn around Ogilvy by implementing a strategy based on differentiation. However‚ Ogilvy’s organisation and culture are obstacles to this process. She has therefore to unfreeze the situation first to allow change to be implemented through a communal culture and a collaborative organisation. Evidence of a crisis are numerous: Major accounts have been lost (Amex); Revenues and earnings are in decline; Agencies
Premium Management Organization
October 12‚ 1999 Charlotte Beers at Ogilvy & Mather Worldwide (A) It was December 1993‚ and during the past year and a half‚ Charlotte Beers had found little time for reflection. Since taking over as CEO and chairman of Ogilvy & Mather Worldwide in 1992‚ Beers had focused all her efforts on charting a new course for the world’s sixth-largest advertising agency. The process of crafting a vision with her senior management team had been—by all accounts—painful‚ messy‚ and chaotic. Beers‚ however‚ was
Premium Advertising Management Marketing