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)