Analysis of HBS case on Charlotte Beers at Ogilvy & Mathers (Organisational behaviour).

1118 Words Jun 24th, 2003 5 Pages
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 services are increasingly commodities;

Staff morale is low;

O&M culture is fragmented. It is low on both sociability and solidarity as defined by Goffee and Jones. Individual offices are run independently (low solidarity) and the historical
…show more content…
The "Chewton Glen Declaration" is also compromise prowess to nurture Beer's network. Apparently adressing O'Dea, Wright, Harry and Reid's request for a strategy, it is actually Beers' vehicle to connect personally with them. Thus, point 1 addresses O'Dea frustrations, point 2 favours Wright's integrated approach and point 3 is along Reid and Thedens financial discipline priority.

The only reported structural outcome, the WCS division, is also telling. WCS supervisors are instantly an influential network for Beers ideas:

üTheir past status was unsatisfactory (=> low resistance to change);

üTheir exposure to global accounts goes Beer's way;

üThey have extra credibility as insiders.

As a result, Ogilvy's vision is a masterpiece that:

üAligns the core disciplines around a shared concept ("brands");

üAppeals to its internal audience (O&M staff value their O&M brand);

üIncreases solidarity through its shared goals;

üAppeals to customers too.

3. Keep "moving" people, start moving boxes and bucks too.

Charlotte Beers immediate challenge is to refine her vision into a strategy. To establish goals and allocate resources in a comprehensive manner will require a more structured communication, the
Open Document