Buy custom Charlotte Beers at Ogilvy & Mather Worldwide
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| Topic: |
Business
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| Number of pages / Number of words: |
5 / 1266 |
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A proven leader in the Mars Company and other competing advertising agencies, she was poised to take O&M out of the mire.
Beers first course of action at O&M was to pick a small group of change thirsty individuals, regardless of their current positions, to help her orchestrate the needed change. She only wanted the “people that got it†to help her clarify the vision O&M needed to recapture lost and win new accounts...
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She only wanted the “people that got it†to help her clarify the vision O&M needed to recapture lost and win new accounts. She knew that this vision must be brand focused, but which direction was still unknown. Beers called for a secret meeting of these “thirsty for change†individuals in which they agreed upon Brand Stewardship as the focus for O&M’s vision...
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General points of the essay
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