Charlotte Beers¡¦ Aspiration

With declining revenues and gloomed outlook facing Ogilvy, Beers was determined to seek a ¡§new course¡¨ to inspire client confidence and restore glory of the ¡§beleaguered¡¨ brand.

Main forces in the industry challenging Ogilvy (Robbins p644) included reduced advertising budget, growing competition, and demands for centralized global campaign (p2-3). Ogilvy¡¦s struggles with the new economy were exemplified by losing several key accounts. Also, lack of financial discipline and cost control and absence of collaboration between headquarter and local offices exacerbated the situation (p5).

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).

Beers recognized that to revitalize......

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Title: Ogilvy Case Study
Approximate Word Count: 978
Approximate Pages: 4 (250 words per double-spaced page)

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