Case Study on Charlotte Beers at Ogilvy & Mather Worldwide Essay

being no-hit in compound implementation, the change strategist should understanding the need to change, able to develop a direction that lead the crowd to move forward, obtain support from implementers and recipients and stigmatize up plans and structure that drive on change and encourage continuously improvement.Able to understanding the need to changesCharlotte Beer as the change strategist undefeated understood the challenges facing by O&M externally and internally. Advertising industry was going globalized and customers learn give service at lower cost. Strong competitions in the market threatened O&M business by taking away their important clients. Internally, O&M was unable adapt to the changing demand. Operating cost and agency fee was high while quality of work pocket-sized and cooperation was limited among staffs. Therefore, Charlotte Beer adopted Re-creation, change the Company measures and strategy to tackle threats.Successfully present up a common raft and en courage moving forward Beers worked out a vision with a group of change leaders and set up a clear direction management on sword stewardship. The vision To be the agency most valued by those who most value discolourations imbed the belief of brand stewardship and visualize how excellent O&M should be in future. It is encouraging, good remembered and it leads employees direction to brand-orientated. However, there should be more elaboration and it wasgood that Beers provided some ideas on how to achieve it as sound as the culture and behavior the company appreciated. This made a good start for the change program.Implementation plan can hit the objective and remove O&M from urgent threats. Beers had set some objectives which help to tackle the most urgent problems. Besides setting up a new-made direction, she needed to gain back 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 excessively brought encouragement to the Company. By setting up WCS, hoping centralization leads to better use of resources and provide better and regularise service.Structure and system hinder the practice of Brand Stewardship Beerss plan able to release 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 local agencies due to job allocation, resources distribution and reward system as it discourage the change recipients to practice brand stewardship and perform well in their job. This would affect 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 define of duties, enhance flexibility, and impose a compensation system that r eward contribution on brand stewardship.Limited support from implementers and recipientsOne person cannot make 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 come on in communicating and enhancing commitment of the change team so that they could fully understand brand stewardship and to educate this culture in O&M. Furthermore, brand stewardship was not fully translated to employees, as they dont put up a structure and policy to guide them and not enough role models they can look up to as executives are not fully committed in brand stewardship either. More training or promotion campaign should be organized.Reinforce brand stewardshipTo walk the talk is important. Beers could continuously reward and screw the behaviors that demonstrated brand stewardship so that people mindset would change gradually.To conclude, Beers change implementation was successful in s hort-run but to sustain the change and correct the defect, she needed to institutionalize the change continuously. acknowledgementTodd D. Jick & Maury A. Peiperl. (2011). Managing Change Cases and Concepts (3rd ed.).New York McGraw-Hill Education