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What is the vision for Ogilvy & Mather that Beers and her team developed?
"To be the agency most valued by those who most value brands"
Concept of brand stewardship in the business of building their clients' brands
2. How was this vision created?
Created through a collaborative process among top executives that shared her passion for brands
Vienna & Chewton Glen retreats
CG retreat done with a larger group of 30 (all still pretty senior execs)
Eventually broke down into groups to tackle all parts of the vision formulation process (bottom of pg. 11)
3. Evaluate both the vision and the vision creation process.
VISION:
o Clear and simple
o Effective visions are desireable and feasible
o Meets customer and shareholder needs
o PROCESS: (SUPPLEMENTAL READING)
o Establishing a sense of urgency - Quickly diagnosed a flagging confidence and lack of direction
o Forming a powerful guiding coalition & Create the vision- Asked for and communicated client feedback directly and bluntly. Vienna and England trips.
o Communicating the vision - Leveraged her turnaround experience, industry reputation, and network of relationships with clients and senior management
o Empowering others to act on the vision - Recruited her own internal missionaries
o Planning for short-term wins
o Consolidating improvements and producing more change
o Institutionalizing new approaches - New vision with goals that produced initial corrective actions and measurable and visible successes within a year of her taking charge
o Resistance she resorted to responding with autocratic decisions (kind of contradictory)
4. What should Beers do about the problems she faces in December, 1993?..