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Ogilvy?¦s struggles with the new economy were exemplified by losing several key accounts. Also, lack of financial discipline and cost control and absence of collaboration between headquarter and local offices exacerbated the situation (p5).
Beers was tapped by WPP as an external change agent (Robbins p647) to lead Ogilvy through this critical period. Although disadvantaged by an inadequate understanding of the agency, Beers quickly established her presence in an organization that ?§rejects outsiders?? with her enthusiasm for the brand (p5-6).
Beers recognized that to revitalize the Ogilvy brand, a planned change (Robbins p646) is needed to shake up a complacent organization that had a tendency for working ?§within the old framework?? (p5)...
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