Charlotte Beers at Ogilvy & Mather Worldwide

Good Essays
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 impressive assets. She also felt that people had no clear sense of what it stood for. She would change all of that with new plans to adjust O&Ms structure and systems. With the philosophy of “Brand Stewardship”, she would give the people something that would release their passion for the industry again.
She wanted O&M to show intelligence, style, and first class to all clients. Beers wanted O&M to be a bridge between consumers and the products.

2. What is your assessment of the vision?
“Thirsty for Change”
Beers did the right thing by putting together a small team who wanted this change as much as she did. Having the right people on your side is very important in order to lead others into such a big adjustment. The crafting of the new vision wasn’t easy. Although some felt that this would be what would take those forwards, others were confused and were reluctant to make adjustments.
I feel that Beer’s vision of ‘brand stewardship’ was what the agency needed at the time. She saw the problem with other firms’ focus on competition by shifting resources and fees. By catering to clients with a completely new strategy and focus, she would gain the biggest clients and regain the trust of lost clients.

3. What is you assessment of the process Beers and her team went through to create the vision?
The idea and process to build clients’ brand was taken with uncertainty, but the team came together to push forward. The text says it best- “The first six

You May Also Find These Documents Helpful

  • Powerful Essays

    Beers recognized the need for a fundamental change in O&M to revitalize the organization. O&M was the world’s sixth largest advertising agency. Beers wanted to fully utilize the existing competencies and assets of the company to chart a new course for the agency. She wanted to bring the company out of the status quo and regain the trust of the market and the clients. She wanted to accomplish an organizational change in O&M, a resocialization and transformation of the entire organization and its employees, wherein the people were able and eager to face every situation.…

    • 1120 Words
    • 5 Pages
    Powerful Essays
  • Better Essays

    Lisa had a tough decision to make. During her time in school working towards her MBA, she worked as the assistant to the president of Right-Away stores which is a premier convenience food store chain based in Chicago. When she had completed her MBA program, she had the choice between becoming the director of marketing at Right-Away or be assistant product manager at Houseworld’s Home Care Division (Weber, 1994).…

    • 3015 Words
    • 13 Pages
    Better Essays
  • Good Essays

    Charlotte Beers Case Study

    • 1603 Words
    • 7 Pages

    Despite progress in driving operating margins up from a low in 1991 of 4.1% to 7.6% in 1993 (see Appendix) and achieving major wins with new clients and lost clients, Ogilvy & Mather (“O&M”) still had confidence issues. The company was a bit like an abused foster child, pawned off to new parent WPP and in need of tender loving care and firm direction. CEO Charlotte Beers instilled confidence in the executive suite by focusing them on their core strengths in direct marketing and creative advertising and encouraging them to embrace their terrific client roster. Finally, she instituted discipline by demanding leaner operating budgets given macro pressures on clients advertising budgets. However, Beers did not attain full support of the company in her vision. In order for her to complete O&M’s turnaround in 1994, Beers should adopt a matrix organizational structure and institutionalize the philosophy of Brand Stewardship with emotional symbols to make it accessible to every O&Mer. Finally, she should create an incentive system to attract her international agencies away from their local clients to further multinational brand initiatives.…

    • 1603 Words
    • 7 Pages
    Good Essays
  • Good Essays

    Miller v. Bud

    • 458 Words
    • 2 Pages

    In 1982, AB launched Bud Light, which was extremely successful because (1) firstly, it was targeted at the core users of light beer i.e. 25-44 year old upscale professionals. Lite on the other hand had chosen to stay off-strategy and continue their old campaign targeting 21-34 year old males with blue-collar occupations. (2) Secondly, it positioned itself as the light beer with superior quality for this target or upscale professionals. Budweiser’s brand equity of being a superior beer and the Clydesdale spot served to reinforce their positioning.…

    • 458 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Disney's Branding Approach

    • 3513 Words
    • 15 Pages

    Assuming that we are clear on the importance of brands in value generation for an organisation and its stakeholders including consumers it is then of crucial importance to understand how organisations manage their branding processes and if there is any room for improvement.…

    • 3513 Words
    • 15 Pages
    Powerful Essays
  • Powerful Essays

    cherns sourcing

    • 5075 Words
    • 21 Pages

    Our communication objectives at The Brewery, is to develop brand awareness, change customer beliefs or attitudes about the company, encourage repeat business, increase sales, and enhance the firm’s image. The subsequent pages outline strategies and tactics that will illustrate how the company will attain these objectives.…

    • 5075 Words
    • 21 Pages
    Powerful Essays
  • Good Essays

    Tui Bus 499 Case Mod 1

    • 800 Words
    • 4 Pages

    Adversity breeds creativity, and this pending financial crisis led to a series of events that eventually turned this company around. From the financial perspective, the new leadership established quantifiable and achievable goals for this company. The first of which was to increase revenue at a faster rate than the market increased. Next, was to turn 30% of their revenue into operational profit. Lastly, they committed to doubling their earnings per share. All of these goals were ambitiously to be accomplished within 3 years, all the while improving on their customer relationships in a way that influenced their bottom line.…

    • 800 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    The Boston Beer Company

    • 4185 Words
    • 17 Pages

    Overview The Boston Beer Company has had amazing success in its transition from a small scale microbrewer to a large scale national brewery. Almost all of the company’s success is due to the Samuel Adams Lager product line, which has hardly changed from the founding of the company in 1984, to the IPO in 1995, to the present day. In fact, much of the appeal of Samuel Adams comes from its microbrew image and the founder, Jim Koch’s, commitment to the brewing process and a premium beer. In recent years, however, the company has implemented a new strategy for growth which has included introducing a light beer that will have more mainstream appeal. While this has increased profits for the company, it has also left the company vulnerable to entry by diluting its brand name. For this reason, the company’s strategy for the immediate future has to make a significant shift, from a strategy of growth to a strategy of protection. It must focus on maintaining its current profits by preventing entry both from small breweries looking to copy the BBC’s strategy and from large breweries looking to use their expansive resources to steal some of BBC’s market share.…

    • 4185 Words
    • 17 Pages
    Powerful Essays
  • Powerful Essays

    The Boston Beer Company

    • 1513 Words
    • 7 Pages

    The Boston Beer Company, Inc., founded in 1984, is a leading brewer in United States, offering wide variety of high quality full-flavored, handcraftedbeers. It is distinctive due to the time-honored recipe of brewing and authentic, consistent quality of alcoholic beverages. Samuel Adams Boston Lager is the pride of BBC, regular handcrafted beer “stands for quality, inner self-worth, authenticity, and unique New England or Yankee toughness” ( Martin Roper, Chief Operating Officer). Unfortunately, the company experienced the failure of conquering light beer segment in 1998 as the beer market is a highly competitive industry, which requires not only the great product but also high brand awareness. Right now there is an attractive opportunity for BBC to enter the field of light beer once again. Should Boston Beer Company capture this chance or let it slip?…

    • 1513 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    Mountain Man Beer Company

    • 1283 Words
    • 6 Pages

    Despite all our efforts to build brand equity in 2005 Mountain Man Lager Beer’s sales have declined for the first time in the history of the company by 2%, which could continue on the following years if no action is taken. On the other hand the Light Beer category, in which we have to presence at all, has been steadily gaining market share at a compound annual rate of 4% per year in the past 5 years. Light beer’s market share accounted for 50.4% of volume sales in 2005. At this point we have two different options from which we can pick from with their pros and cons. The first strategy would be to keep doing what we are doing focusing on our core consumers, maintaining our company as a single product company. The second strategy, and the one I am recommending after looking at the industry’s…

    • 1283 Words
    • 6 Pages
    Powerful Essays
  • Good Essays

    Charlotte was looking for people within the firm who would also realize the significance and value of “brand” for the agency. Beers needed to find like-minded “kindred spirits,” and began soliciting ideas for change from her senior managers in one-on-one interviews in order to probe their views on disciplines, different regions, as well as other staff members. Charlotte Beers clearly wanted a strategic organizational change to the firm. The interviewing process gave her the ability to hand-pick potential political allies to neutralize the resistance to outsiders that was characteristic for the…

    • 1085 Words
    • 5 Pages
    Good Essays
  • Better Essays

    CopelandR MKTG600 MidTerm

    • 966 Words
    • 4 Pages

    Inexperienced brands need support-as much as possible; therefore, the focus on maintain a customer base is very important. At the early stage of a business, it’s important to establish brand value and integrity and begin to cultivate the two. .…

    • 966 Words
    • 4 Pages
    Better Essays
  • Powerful Essays

    Budweiser Executive Summary

    • 4752 Words
    • 20 Pages

    of Budweiser’s great assets and why it is the beer they should be drinking. For…

    • 4752 Words
    • 20 Pages
    Powerful Essays
  • Good Essays

    Gordon Biersch Case

    • 459 Words
    • 2 Pages

    The GB brand hinges on the quality of the beer and Dan’s energies need to be devoted strictly to brewing activities. The culture will already be influenced by a new CEO and CFO, so it is naïve to think that not investing in talent will maintain organizational culture.…

    • 459 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    Case Questions

    • 1952 Words
    • 8 Pages

    2. What direction does Toby Lenk want to take this company? What are his goals?…

    • 1952 Words
    • 8 Pages
    Satisfactory Essays