Ogilvy & Mather

1264 Words6 Pages
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
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Clients would be one of the top priorities for Ogilvy & Mather because the need to understand the concept of Brand Stewardship to invest in it, without their support of the idea the concept would be defunct. The main objects of this communication strategy would be to first and foremost for them to fully grasp the idea of Brand Stewardship and how it can work for their company. This is integral because it is not only about understanding, but it’s also about knowing the benefits of this service and what it can do for their company. With the know, I would also want them to understand how Ogilvy & Mather will go about acting out these benefits through strategy and thoughtful planning.

The Core Disciplines play an extremely important role in the Brand Stewardship plan, as they are the individuals who will be executing the idea. This group would be a priority because if they do not understand the concept then neither will the client because they are the communicators, they provide the examples and final product of what Brand Stewardship really is. The main communicative object for the Core Disciplines would be for them to be able to clearly and concisely define what Brand Stewardship is. If they are able to explain exactly what the message and concept is, then they will have completed the first step to proper execution. I would also like them to understand who their resources are, and what tools are available to them, such
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