Preview

Ogilvy & Mather

Better Essays
Open Document
Open Document
1274 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Ogilvy & Mather
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 Beers was initially on track. She brought together a team to devise a vision and plan for what Ogilvy & Mather was to become, but she never fully developed what that strategy meant and how it was to be implemented. This lack of strategy set the entire communicative plan up for failure as there never was a clear call to action to communicate.

To further complicate the planning process, Beers delegated the “Chewton Glen Declaration” to others without clear, precise instructions and monitoring. Instead, another group was formed to execute the vision of Charlotte Beers, who was not only the visionary, but the only one who clearly understand what brand stewardship meant. As one employee stated “The idea of brand stewardship was still embryonic. Charlotte clearly understood it in her own mind but was just learning how to communicate it.”

Delegation is necessary, particularly in an organization as large as Ogilvy & Mather, but there is still a need for oversight. Beers never defined exactly what she wanted the “Chewton Glen Declaration” to achieve and whether or not that should include an action plan. The team was left to their own devices and formulated a plan off the scant details given to them, focusing on the development of Worldwide Client Service, not brand stewardship application.

Beyond Beers need to communicate directions to her development team, she never described to them the importance of why. It is extremely difficult to determine how to do something

You May Also Find These Documents Helpful

  • Powerful Essays

    O’Connell, P. (2009). The Issue: De Beers’ Multifaceted Strategy. Retrieved on November7, 2011 from: http://www.businessweek.com/managing/content/jan2009/ca2009016_644338.htm…

    • 1571 Words
    • 5 Pages
    Powerful Essays
  • Better Essays

    Liz the CEO of CanGo company has been selected the Business Leader of the Year. However, she is not prepared to discuss how her company accomplished all this success because she doesn’t have a strategic plan in place. She is somewhat nervous about how she will prepare a speech about a plan that she doesn’t have in place.…

    • 1273 Words
    • 6 Pages
    Better Essays
  • Better Essays

    Aaker, David A. and Joachimsthaler, Erich, Ch 2 & 3, Brand Leadership, The Free Press, 2000, ISBN 0-684-83924-5…

    • 1600 Words
    • 7 Pages
    Better 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

    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
  • Satisfactory Essays

    When Campbell and Bailyn’s Boston Office made the decision to restructure their organization and place a new emphasis on specialization, the business and employees faced multiple challenges during the process. Although communication problems were evidenced in the scenario, I was also concerned with the lack of buy-in by the employees within the organization. According to a recent writing in Bloomberg’s Business Week, employees are an important factor in determining how customers perceive the company’s brand. For this reason, companies should do more to nurture the company’s culture through internal branding efforts. In addition, when employers consider a company’s brand, they think in terms of marketing departments, advertising, and publications.…

    • 302 Words
    • 2 Pages
    Satisfactory Essays
  • Best Essays

    Case Study: Aquascutum

    • 3088 Words
    • 13 Pages

    Kapferer, J-N. (2008) The New Strategic Brand Management: creating and sustaining brand equity long term. London: Kogan Page.…

    • 3088 Words
    • 13 Pages
    Best Essays
  • Best Essays

    Sky Brand Plan

    • 1765 Words
    • 8 Pages

    Riezebos, R. (2003) Brand Management – A Theoretical and Practical Approach, Harlow: Financial Times Prentice Hall…

    • 1765 Words
    • 8 Pages
    Best Essays
  • Powerful Essays

    1. Incorporating employees into the process of dealing with business challenges: Charlotte formed a cross-functional team of change agents. This was a team of like-minded people (the “thirsty for change” group) and Beers engaged with them in discussions with the intention of formulating a vision for O&M. Participation by all members meant that all of them could identify with the vision and internalize it. These discussions led to a final 3-point strategy bounded by the concept of brand stewardship. Furthermore, the group members also worked to communicate the strategy to the next level of managers.…

    • 1120 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    Ogilvy Case Study

    • 1019 Words
    • 5 Pages

    Beers was tapped by WPP as an external change agent (Robbins p647) to lead Ogilvy through this critical period. Although disadvantaged by an inadequate understanding of the agency, Beers quickly established her presence in an organization that ¡§rejects outsiders¡¨ with her enthusiasm for the brand (p5-6).…

    • 1019 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Through the case, Charlotte Beers's leadership style seems acceptable and efficient. This assumption is supported with her clearly business's goals, interactive style and structure power. To begin with, the business goals are described undoubtedly when Charlotte Beers first shown in O&M. Her emphasis on multinational client and brand stewardship, moreover, she gives every separate department's proper direction for changing. In addition, she maintains the flexibility to their business goals as well.…

    • 445 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Are Voters Consumers

    • 8902 Words
    • 36 Pages

    roles of the voter and consumer can overlap each other, but there is clearly a contextual…

    • 8902 Words
    • 36 Pages
    Powerful Essays
  • Better Essays

    Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering…

    • 1304 Words
    • 5 Pages
    Better Essays
  • Satisfactory Essays

    case print

    • 356 Words
    • 2 Pages

    The Frank’s RedHot team was in its fifth hour of its strategic initiatives meeting. Mike Power, who had recently joined Reckitt Benckiser as the Category Marketing Director on the Sauces and New product Development business scratched his head and said, “Okay team, we’ve been at this for a while, let’s take a fifteen minute break and regroup.” The spirited debate continued in smaller groups as the team headed out into the hallway.…

    • 356 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Define the ideal position of the Gautrain service brand in the minds of South African…

    • 2213 Words
    • 9 Pages
    Good Essays