AQUARIUS ADVERTISING AGENCY
CASE FOR ANALYSIS
ARIESTYA R/041224253015DAHLIA M/041224253012
• Vertical promotes efficiency • Specialized task• Strict hierarchy, many rules• Vertical communication (periodic report etc) & reporting system
• Few teams, task force, or integrators• Centralized
• Horizontal promotes sharing• Shared task, empowerment• Relaxed hierarchy, few rules• Horizontal communication (cross functional IS), face to face
• Liaison, task force, full time integrator, teams, & relational coordination
• decentralized
VERTICAL & HORIZONTAL COORDINATION
KNOWN INFORMATION:• Medium-sized firm
• Outputs: - costumized plans for advertising campaign content
- complete plans for media
++ market & distribute products, marketing rsch
• Account executive coordinates each client account; act as liaison between client & specialist in marketing dept. in fact both party usually have direct contact
• For operation division & marketing division: consist of hierarcial (director, ast director, & several levels of authority) and professional system (promotes sharing knowledge)
• Control activities : control of promotion & supervision. In fact, Account executive commented: many specialist do their own thing, try selling their idea to client, no progress report till weeks, and approval.
• Within short period rapid turnover of client account, often with no advance warning
F : frequent – dailyO: Occasionally -1 or 2 per projectN: None
REORGANIZATION AIMED TO..• Reducing
agency’s respon time to environmental changes
• Increasing communication among agency and specialist at different department
BOD
president
Executive vice president
Policy cmmittee
Legal counsel
HR manager
Financial manager
Operation VP
Marketing VP
Account vice president
Account mgr
Account executive
Account executive
Account executive
Account executive
Newspaper/magazine
production dept
Tv/radio/internet prod dept
Copy dept
Art dept
Research dept
Media dept
Merchandising dept
BOD
president
Executive vice president
Policy cmmittee
Legal counsel
HR manager
Financial manager
Account vice president
Account executive C
Account executiveD
Account executive B
Account executiveA
Marketing group manager
C
Operating group manager C
Media dept C
Merchandise dept C
Research deptC
Tv/radio/internet prod dept
Newspaper/magazine prod
dept
Art production dept
Copy production dept
The structure below account executive position in A, B, and D is same as like C
SOLUTION (OPT 1)