Charlotte Beers, Ogilvy & Mather
What is the vision that Beers has for Ogilvy and Mather?
As is quoted in the case, they are committed to be known as the “agency most valued by those who most value brands”. Their focus is on four core disciplines – sales promotion, public relations, advertising, and direct marketing. As a result, the “brand stewardship” philosophy focus comes into play. While Beers achieved successes shortly after her arrival, which was crucial for gaining the confidence and respect of a firm who was known to “reject outsiders”, this was still a tough vision to implement.
What is she trying to accomplish?
O&M is trying to ensure that they are a leading firm in multinational campaigns for their clients. They aim for their campaigns to be “intelligent, stylish, and first class.” Beers wants to build forward on what David Ogilvy created, and bring back confidence to a great multinational advertising agency. She was trying to inspire confidence in the declining firm and its executives and employees.
Furthermore, she has identified several problems with the current operations of O&M. They need to consider the major trends of increasing internationalization of clients, changes in compensation strategies (paid out to the firms), changing technological landscape, decreased spending on advertising as a whole, and alternatives to the original advertising and marketing channels. Furthermore, it was a time-period trend that many advertising firms were merging and taking over smaller firms, almost like a consolidation of ad agencies.
What your assessment of the vision? Good or bad? Why?
I think the vision that Beers had for O&M was good, since as an advertising firm, they should recognize the importance of the ‘brand’. While it was mentioned that many clients had positive feelings toward O&M, Beers also elicited feedback and criticisms of their operations. Furthermore, Beers was more focused on setting a direction as opposed to dealing with...