Charlotte Beers Case, assessment
Background
When Charlotte Beers (CB) arrives in 1992, O&M, previously one of the most creative and successful advertising agency in the world, faced a major crisis. Major advertising assignments have been lost, as the agency was disconnected from the demand of its costumers, revenues are in decline, and staff morale is low. Above all, the company seems to have lost its identity. The network and culture was fragmented (whereas O&M was to be indivisible), and the agency's pride of creativity, "unorthodoxy" was falling apart.
Beers takes over
Her first moves are for change, and to establish a clear vision, she first listens to client complaints and needs. The message was very positive: CB knows the problem is serious, but instead of trying to do like everything was ok, she said "we're not going to do that anymore, so let's talk about what we can accomplish together". From these meetings CB understood what clients wanted: an agency that understood......

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Title: Charlotte Beers Case
Approximate Word Count: 780
Approximate Pages: 4 (250 words per double-spaced page)

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