Charlotte Beers Leadership

Joseph Lynn

Organisational Behaviour

A4006828

Joseph Lynn
A4006828
LSBF MBA4
Organisational Behaviour:
Charlotte Beers at Ogilvy & Mather
How did Charlotte Beers gain support and
believe at Ogilvy and Mather and how did she
use networking to sustain her powerful
position?

1

Joseph Lynn

Organisational Behaviour

Contents

A4006828

Page

Introduction

3

Structural Sources of function and Support

3

finis Making Process Building Support and Trust

4

Personal Sources of Power and Leadership

6

Networking and Sustaining her Powerful Position

7

Conclusion

10

supplement A

11

Table 1: Phases of the Judgement Process
Appendix B
Table 2: Personal Sources of Power
Appendix C
Table 3: Leadership Styles
Bibliography

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Joseph Lynn

Organisational Behaviour

A4006828

Introduction
In 1992, Charlotte Beers was appointed as CEO of the valet famous but
struggling marketing firm Ogilvy & Mather (Sackley, 1999).



During the first
years of her tenure, she strove to routine around Ogilvys declining performance
and develop a new direction for Ogilvy, building an organisational culture centred
on a vision and meaning values with a strong focus on brands. In order to achieve
this, she had to deal with many challenges, including a traditional and
unprogressive culture, an adverse organisational structure, and power-based
political conflicts. Despite these issues, she managed to gain support and
trust within the organisation through awareness of structural and personal
sources of power, leadership skills and sensitivity and legitimacy in her
implementation of the decision passage which allowed her to gain supportive
consensus for her vision.
David Ogilvy had created a strong and well-defined organisational culture,
which was internalised in the traditions and material body of the company. By
embedding catchy slogans and mantras, such as We sell or else, The
consumer is not a...If you want to get a full essay, order it on our website: Ordercustompaper.com



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