Charlotte Beers At Ogilvy & Mather Worldwide.

2374 words - 9 pages

Ogilvy & Mather first rose to prominence in 1950 with its eye-patched "Hathaway Man," an advertising tool for dress shirts that ran for the next 25 years. Ogilvy's other initial ads were for Rolls-Royce and Schweppes. Founder David Ogilvy believed that effective advertising created an indelible image of the product in consumers' minds and that campaigns should always be intelligent, stylish and "first class". David Ogilvy became an industry legend -- his book, Ogilvy on Advertising, became an advertising textbook -- and under his leadership the agency became one of the stars of the advertising world. Ogilvy eventually merged with its former parent company, the British group Mather & Crowther. Over time, Ogilvy came to pride itself as "the most local of the internationals, the most international of the locals". The Ogilvy offices represented four core disciplines: sales promotion, public relations, advertising and direct marketing.In 1988, Ogilvy was ranked the sixth-largest advertising firm in the world. Because of the stock market crash in 1987, O&M suffered a huge blow in the advertising market because it was too slow to make adjustments. In 1989, WPP Group Plc, a leading marketing services company, acquired Ogilvy and Mather for $864 million. By 1991, Ogilvy had 270 offices in four regions. By this time, Ogilvy was taking huge losses and was losing clients regularly. In 1992, WPP brought in Charlotte Beers as CEO.Charlotte Beers' aim as the CEOCharlotte Beers grew up in Texas, where she began her career as a research analyst for Mars Company. She then moved to Chicago as an account executive with J. Walter Thompson (pg. 5). After cultivating success, she rose quickly to senior vice president for Client Services. Beers was known for her passionate interest in the philosophy of marketing. In 1979, Beers became the COO of the Chicago agency Tatham-Laird & Kudner. In 1992, Beers was brought in as CEO of Ogilvy. At that time, the company was perceived as indifferent and disconnected from consumers. Beers interacted with the company's clients to know and judge the position of the company in the market. She came to the conclusion that the company's vast assets should be activated as the clients had lost the image of these impressive assets. She also figured out that the assents did not generate any confidence in the clients as the assets did not tell the clients why they would work. She focused her attention on the quality of Ogilvy's advertising. During this time all the departments - Creative, Account, Media and Research - were working as separate entities. The company was disintegrating because of the change in the market scenario.The main objective of Beers was to restore confidence internally and externally. She wanted to bring all the employees of the company back together and knit them together. She believed that clients wanted an agency that understood the complexity of managing the emotional as well as the logical...

Find Another Essay On Charlotte Beers at Ogilvy & Mather Worldwide.


1127 words - 5 pages NO DREAMER IS EVER TOO SMALL, NO DREAM IS TOO BIG At the age of ten, I did not have the faintest idea of marketing, Ansoff growth matrix or Boston box. However, I did feel brands such as Coca-Cola, Doublemint or Honda. In my early childhood memory, I still remembered how exciting it was to take part in the promotion campaign of Coca-Cola to win a stylish mountain bike by collecting all six parts of the bike picture printed under Coke bottle

Blood Diamonds: The Conflict in Sierra Leone

3548 words - 14 pages strategy was tested during the Great Depression and the amount of diamonds mined were significant higher than the amount of buyers at that time. As a result, Oppenheimer was forced to close many of De Beers mines and still purchase diamonds form other members of the CSO as arranged. Following the death of Sir Ernest Oppenheimer in 1957, his son Harry assumed the role of chairman at De Beers. Like his father he believed strongly in


1354 words - 5 pages interview with Mmd accounting director, as Ogilvy&Mather did not respond to my application. Unfortunately, Mmd agency does not offer internship positions currently and suggested to apply again in the begging of next year.Following the interview in Mmd, I went to an interview to the Euro Financial Corporation and was accepted into Marketing/PR department, as an aid of a project manager Michael Lubensky. The internship program in this company

Global Advertising

1536 words - 6 pages thinking, an audience might perceive an innocent advert to be offensive or negative which advertisers do not intend to advertise however if intended could ruin brands and its advertisers. Advertisers are now not afraid to go beyond, advertising companies such as Saatchi& Saatchi and Ogilvy Public Relations Worldwide have proven to go beyond and to be a success on a global scale. “Theodore Levitt (1983) introduced the term globalisation to

The ALDI Success Story - An Organisational Profile

2035 words - 8 pages little, new products will eventually be introduced into the mix. The slow retreat of founders Theo and Karl Albrecht make room for new leaders, new directions and ideas, such as Efficient Consumer Response and Category Management. But the idea of ALDI remains the same, even after more than fifty years of uninterrupted success - to sell the best possible quality product at the lowest possible price.Sources:Dieter Brandes, 'Konsequent Einfach', Heyne 1998David Ogilvy, 'Ogilvy on Advertising', Vintage 1985Dibb, Simkin, Pride & Ferrell, 'Marketing - Concepts and Strategies', Houghton Mifflin 2001Hans-Georg Lettau, 'Grundwissen Marketing', Heyne 1998

Salman Rusdie - portrait in brief

1430 words - 6 pages was an actor in a theatre group at the Oval House in Kennington and from 1971 to 1981 he worked intermittently as a freelance advertising copywriter for Ogilvy and Mather and Charles Barker.As a novelist Rushdie made his debut with GRIMUS in 1975, an exercise in fantastical science fiction, which draws on the 12th-century Sufi poem The Conference of Birds. The title of the novel is an anagram of the name 'Simurg', the immense, all-wise, fabled

Western Culture Media: Hazardous to the Health of Females

1432 words - 6 pages revulsion. Then she realized that there were people who respected large women. She blames much of her eating disorder on the advertising in western media (McClelland, p. 392). She said, “When you have no role models to counteract the messages that fat is repulsive, it’s hard to realize that you are a lovable human being” (McClelland, p. 392). When Ogilvy & Mather asked Susie Orbach to meet concerning a change in beauty marketing she was delighted

Battling Blood Diamonds

1792 words - 7 pages Republic of Congo, the Ivory Coast (also known as Côte d'Ivoire), Liberia, and Zimbabwe. Many people believe that blood diamonds are not a problem at all and that the trade is self-regulated along with the trade regulations set by the Kimberley Process Certification Scheme (KPCS). However, as Pervenia Brown stated in her 2005 article “Blood Diamonds – Sierra Leone,” “[c]onflict diamonds are valued ‘between 4 percent and 15 percent of the world

Elizabeth Barrett Browning

1318 words - 5 pages Elizabeth Barrett Browning Elizabeth Barrett Browning was born in 1806 in County Durham, England. She was the eldest of twelve children born to Edward Barrett Moulin Barrett and Mary Graham Clarke. Elizabeth Barrett Browning, or "Ba", grew up in her family’s estate Hope End, Henfordshire. They were part of the upper-middle class, owning a successful sugar trade. Elizabeth began writing at a very early age. When she was twelve her father

Augustan to Gothic Period (18th century literature)

1046 words - 4 pages authors used lots of humor and satire in their novels.Some of the female novelists were: Charlotte Lennox and Sarah Fielding, with their works: The Female Quixote and David Simple.The Gothic novel was born when Horace Walpole published his horror novel TheCastle of Otranto in 1764.One of the most well-known poets of that time is Alexander Pope. His most famous work is The Rape of the Lock. Other poets include: Thomas Gray, Oliver Goldsmith

The Global Branding of Stella Artois Brewing Company

941 words - 4 pages volume. This was in part due to its placement as a premium beer when the demand for premium beers was on the rise. Interbrew began a campaign to start a "chain" of international pubs to help promote its premium beers in several key market areas such as New York and Auckland. After only two years Stella sales in Auckland were growing 70 percent annually and in New York Stella was being sold at over 200 "high end" pubs. From 1992 to 1999 Stella

Similar Essays

Analysis Of Hbs Case On Charlotte Beers At Ogilvy & Mathers (Organisational Behaviour).

1111 words - 4 pages 1. Unfreezing a fragmented Ogilvy & Mather out of the Ice Age.Charlotte Beers tries to turn around Ogilvy by implementing a strategy based on differentiation. However, Ogilvy's organisation and culture are obstacles to this process. She has therefore to unfreeze the situation first to allow change to be implemented through a communal culture and a collaborative organisation.Evidence of a crisis are numerous:Major accounts have been lost

Implementing A Computer Integrated Learning System @ Ogilvy Worldwide

3455 words - 14 pages only benefit from a CIE program, but I believe are currently actively suffering without one, not allowing its staff members to perform at 100%, as well as missing out on a market leading value proposition, perhaps taking this worldwide company to a market leading worldwide company.BibliographyDagada, R, 2009. Time, Space and Pace. 2nd ed. South Africa: Unisa Press.Ogilvy & Mather. 2009. Ogilvy Worldwide. [ONLINE] Available at: [Accessed 13 May 12] PAGE PAGE 7

A Woman &A Man Essay

3910 words - 16 pages company's first woman CEO, Charlotte Beers, in 1997.Lazarus didn't consider a career in advertising until her senior year at Smith College when she was stirred up by a conference given by the Advertising Women of New York. She graduated in 1968 and earned an MBA in 1970 from Columbia, where she was one of four women in her class. She joined Ogilvy & Mather in 1970 and gained her reputation by supervising accounts for Avon, the Ralston Purina

Dove's Real Beauty Sketches: Role Of Media Relations

1613 words - 6 pages 2.4 Role of Media Relations Dove’s Real Beauty Sketches video was produced by Ogilvy & Mather Brazil (Think with Google 2013). The campaign has created a sensation by going viral and reaching millions of viewers. The goal of this campaign was identified as to prove women that they are more beautiful than they think. The campaign went popular because Dove planned a careful media planning that triggers the role of media relations. Firstly, the