Case Study on Charlotte Beers at Ogilvy & Mather Worldwide Essay

Being successful in variety implementation, the reposition strategist should taking into custody the need to compound, able to develop a direction that lead the labor to move forward, obtain support from implementers and recipients and set up plans and coordinate that further change and encourage always improvement.Able to understanding the need to changesCharlotte Beer as the change strategist successful understood the challenges facing by O&M externally and internally. Advertising industry was going globalized and customers demand offend(p) service at lower cost. Strong competitions in the trade threatened O&M backup by taking away their important clients. Internally, O&M was unable adapt to the changing demand. direct cost and agency fee was high while quality of devise diminished and cooperation was limited among staffs. Therefore, Charlotte Beer adopted Re-creation, change the Company set and strategy to meet threats.Success in full set up a commonalty reverie and encourage moving forward Beers worked out a vision with a group of change leaders and set up a clear direction focusing on brand stewardship. The vision To be the agency most valued by those who most value brands imbed the belief of brand stewardship and visualize how excellent O&M should be in future. It is encouraging, easily remembered and it leads employees direction to brand-orientated. However, there should be more engagement and it wasgood that Beers provided some ideas on how to achieve it as well as the culture and behavior the company appreciated. This made a good go forth for the change program.Implementation plan can hit the objective and finish off O&M from urgent threats. Beers had set some objectives which help to tackle the most urgent problems. Besides setting up a new direction, she needed to gain nates the clients by improving the output emphasizing value of brand as well as made better use of resources. No doubt, Beers and her appointed implementers h ad successfully worked out brand stewardship and gained back the support from multinational clients which not only secured O&M business but also brought encouragement to the Company. By setting up WCS, hoping centralisation leads to better use of resources and provide better and standardize service.Structure and frame hinder the practice of Brand Stewardship Beerss plan able to sac O&M from immediate threat, but in long-run the change was not fully implemented and substantive. Beers should urgently addressed the tensions between WCS and topical anesthetic agencies due to job allocation, resources distribution and reward system as it discouraged the change recipients to practice brand stewardship and perform well in their job. This would tinct the efficiency, waste of resources as well as affect the clients. Beers should refine the structure and redesign the work process to encourage cooperation by better set up of duties, enhance flexibility, and impose a compensation system t hat reward office on brand stewardship.Limited support from implementers and recipientsOne person cannot involve the change happen. During vision set up stage, Beerssuccessfully created a change team and appointed some implementers to carry out her plan. However, Beers needed to go further in communicating and enhancing commitment of the change team so that they could fully understand brand stewardship and to cultivate this culture in O&M. Furthermore, brand stewardship was not fully translated to employees, as they dont draw a structure and policy to guide them and not enough division models they can look up to as executives are not fully committed in brand stewardship either. More training or promotional material campaign should be organized.Reinforce brand stewardshipTo walk the talk is important. Beers could continuously reward and recognize the behaviors that demonstrated brand stewardship so that people mind-set would change gradually.To conclude, Beers change implementa tion was successful in short but to sustain the change and correct the defect, she needed to institutionalize the change continuously.ReferenceTodd D. Jick & Maury A. Peiperl. (2011). Managing Change Cases and Concepts (3rd ed.).New York McGraw-Hill Education