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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 Ogilvys 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 Amex Revenues and earnings are in decline Agencies services are increasingly commodities Staff morale is low OM culture is fragmented It is low on both sociability and solidarity as defined by Goffee and Jones Individual offices are run independently low solidarity and the historical congeniality gentlemen with brains has been reversed a customer reported to Beers his direct witness of OM political infighting over an account and creativity has declined The changes in the industry make a compelling case for a communal culture creativity still need to be fostered through high sociability and the globalisation trend require some higher level of discipline and coordination achieved through high solidarity OM organisation described as light center strong regions has reached a delegation evolution phase and its size has triggered a control crisis as modelled by Greiner Top executives have lost control of Ogilvys decentralized and diversified operations Beers seems aware that re-centralizing management would likely fail Interestingly she tries to bypass the coordination evolution phase and go directly to the collaboration phase Thus she advocates Problem solving through cross-functional teams A consultative approach through conferences of key managers Experiments in new practices like the empowerment of the WCS supervisors who are dual citizens in virtual organisations and not headquarter staff Such a transformation in style and culture seems like an mammoth task Charlotte Beers only needed two words to achieve it brand stewardship 2 You ask for collaboration but occasionally you act autocratically Like for David Simon at
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