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Case Study Charlotte Beers

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Case Study Charlotte Beers
Challenges Faced
When Charlotte Beers was hired at Ogilvy & Mather they were in turmoil and needed a desperate change. Ogilvy & Mather had once been a thriving, and revolutionary advertising company. Due to competition, and market changes Ogilvy & Mather lost many high paying clients, and were forced to adjust the way they performed business. Charlotte Beer’s was the first person to be hired externally from the company. With Charlotte’s prior experiences she understood the challenges that Ogilvy & Mather were having internally, and externally. She had many ideas to help create a change, but she was faced with a lot of resistance from current executives and employees. Employees did not think they needed to change because they had been successful …show more content…
The business model of the organization was set up so local presidents ran the individual offices as they saw fit. With no teamwork embodied into the company’s everyday business model, it was difficult for Charlotte to lead any type of change initiative because no “team” was willing to help. Charlotte Beers was a different leader, she had an upbeat attitude and believed that customer service would drive the business. Ogilvy & Mather lacked in customer service and currently had no guiding vision. Ogilvy & Mather’s employees were amazed how customers reacted when Charlotte engaged them in conversation during her first weeks on the job. Ogilvy & Mather needed to build trust with their customers, in order to retain their business, and also reacquire high paying clients like Amex. There was also no guiding vision towards the future of the company when Charlotte was hired. Charlotte had to create a guiding coalition create a vision for Ogilvy & Mather, for a company that worked independently since they were established. The employees in Charlotte's guiding coalition to create a new vision were unable to agree on many decisions surrounding what was most important heading into the
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