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, Ogilvy's 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; …showed first 75 words of 1194 total…

…showed last 75 words of 1194 total…for this on Reider, Thedens, Wright and O'Dea who had been pushing for more strategy guidelines, financial discipline and an integrated range of communications services during the vision-building seminar. The process has been described as painful, messy and chaotic. Actually any other alternative (a process re-engineering, corporate downsizing or organisational restructuring) would have been even more so without a guarantee that it would have restored creativity and instill solidarity at the same time. Word count: 1248