This website uses cookies to ensure you have the best experience. Learn more

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.

Your Future With Brandbuilding Essay

1163 words - 5 pages ) Olgivy & Mather Cape Town, The Big IdeaL, 20th February 2014, Cape Town, Available at http://www.ogilvy.co.za/2012/09/ogilvy-cape-town/ (Accessed on the 23rd February 2014) Joe Public, Growth, 5th February 2014, South Africa, Available at http://joepublic.co.za/ (Accessed on the 23rd February 2014) Net#Work BBDO, Best of Advertising, 2014, Johannesburg, Available at http://www.linkedin.com/company/network-bbdo (Accessed on the 23rd February 2014

incredible india Essay

381 words - 2 pages to bring in more professionalism in its attempts to promote tourism. It formulated an integrated communication strategy with the aim of promoting India as a destination of choice for the discerning traveler. The tourism ministry engaged the services of advertising and marketing firm Ogilvy & Mather (India) (O&M) to create a new campaign to increase tourist inflows into the country.[4] The campaign projected India as an attractive tourist

The DeBeers Diamond Cartel

1323 words - 6 pages Incredible Story Of How De Beers Created And Lost The Most Powerful Monopoly Ever. [Online] Available at: http://www.businessinsider.com/history-of-de-beers-2011-12?op=1 [Accessed 9 April 2014]. Hauser, E., 2002. "The Diamond Cartel: Monopolizing an Industry.". History Behind the Headlines: The Origins of Conflicts Worldwide. Ed. Sonia G. Benson, Nancy Matuszak, and Meghan Appel O'Meara. Vol. 3. Detroit: Gale, pp. 61-72. Spar, D. L., 2006. Markets

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

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

NO DREAMER IS EVER TOO SMALL, NO DREAM IS TOO BIG

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

Banking

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

Successful and Unsuccessful Spin Doctoring Case in Public Relations; Who wins who loses on being transparent?

1195 words - 5 pages From the above point of view, Dove Spin Teams which is Ogilvy & Mather (International Advertising, Marketing and PR Agency) using great tools to reached their audience. First they’re successful in using Dove Real Beauty terms into social change campaign for women by using videos on YouTube, secondly they strike a meaningful messages become an interesting case to be shared and talked. Lastly, the ability to understand and work with journalist. To

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

Does the media use subliminal advertising as a tool for mind control?

2123 words - 9 pages subconscious. The earliest example of subliminal advertising is believed to be dated back to 1957 because it was the first time that something like this had come to the peoples’ attention. A movie theater in Fort Lee, New Jersey experimented with their audience by persuading them to eat popcorn and drink Coke. David Ogilvy, the founder of the famous international advertising firm Ogilvy and Mather, writes in his book about this discovery

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

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

Overview Of The Company: Ogilvy & Mather

1337 words - 6 pages INTRODUCTION Ogilvy & Mather Worldwide is among the largest advertising agencies in the US, specialized in so-called brand stewardship. Company History Ogilvy was founded in 1948 by British ad pioneer David Ogilvy who now stands as a legend within the advertising world. After being out of advertising for ten years, Ogilvy started his own agency which was financially assisted by his brother Francis. S. H. Benson Ltd., another London shop, also

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: http://www.ogilvy.com. [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