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Essay / Research Paper Abstract
This 10 page paper looks at the ad agency McCann Erickson, its corporate culture and how it manages and implements projects. Various examples are included. The concept of corporate culture is discussed and defined. Bibliography lists 6 sources.
Page Count:
10 pages (~225 words per page)
File: RT13_SA439Mc.rtf
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Unformatted sample text from the term paper:
much like others in its niche. It has a corporate culture that is rather odd in comparison with others in other industries for example. In the insurance industry, the culture
is generally traditional and slow. There is a high level of bureaucracy, but at ad agencies there is less of that. Of course, McCann is an industry giant and along
with that designation often comes the idea that it is more intricate than some of its counterparts. In the case of this agency, that is absolutely true. McCann Erickson is
not only large, it boasts a more traditional corporate structure. At the same time, its culture is typical of most ad agencies. It is on the cutting edge and boats
many creative people on staff. No agency could survive unless it is also willing to embrace such a flexible and modern culture. When evaluating a firm in respect to its
corporate culture, and then examining the projects it creates under its chosen model, it is important for a student to look at specific events, the types of projects created and
then analyze the data in a way that makes sense. In the publishing industry for example, a project may be to include new bar codes on its texts and this
could entail a major project involving many aspects of the business. In the insurance industry for example, a new state law will mandate that the firm update its systems to
comply with the dictate. That too might involve a project, and utilize a project leader, to make sure that changes are created and properly implemented and tested by the user
departments. In advertising, projects usually center around the client and what the client wants. There is a different mentality than in some other businesses. Advertising teams are more like a
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