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CASE SUBMISSION AMELIA ROGERS

Question 1. What are the goals and risks of Amelia Rogers?


Answer 1.
GOALS:
Amelia Rogers started her career with a very small Chicago agency getting her experience in agencys
accounts. At the same time she received her M.B.A. Later she became an account supervisor at a
large international agency, assisting the account director working on a prominent credit card
account.
In 1988, Amelia was approached by Sally Tassani and and was hired as an Accounts Director at
Tassani Communications. In her previous role 5 accounts person were assigned to a single account,
however in Tassani Communications she was to take care of 4 or 5 business altogether.
She was initially responsible for 3 accounts: a leading steel manufacturer, a transportation company
and a well-known printing company. They ranged in billings from $500,000 to $1 million and her job
was to manage client relationship i,e; to understand the clients objectives and concerns and to
make sure that all of their demands were met. In the advertising world, her role was also to
recognize the gaps, prioritize them, and then find ways in which communications can close them.
As an accounts person, she has to understand the capabilities of each of the disciplines. If not, you
may then miss an opportunity. She has to be conscious of what information is being conveyed to
various individuals and also if they fully understand everything which was told to them. This was
moreover a personality issue. Her normal day consisted of multiple formal and informal meetings as
she thought that it was very much important to maintain personal relationships with everyone and
also to understand others issues.
Muffler world, a nationalwide automotive service chain, was looking for a new agency to manage
the Chicago area. Jim Paglia, when got the chance to work over Muffler World Account, introduced
Amelia as he thought that there isnt a piece of business invented that she couldnt manage. The
work would consist of buying and placing media space and developing free-standing inserts and
trailers. Jim gave the responsibility to Amelia to take the same sense of vision and strategy and apply
it to Muffler World even though she didnt have industry-specific experience.
Over the Muffler World project, her role was to interact directly with the client and understand the
clients requirements (Guy Johnson). Then after she was supposed to tell the requirements to the
Creative Director (Dave Burns) and make sure that the team fulfils all the clients requirements and at
the same time keep the client updated regarding the progress of the project. Amelia also interacted
with the team mates, wherever possible so as to maintain good personal and professional
relationships with everyone.


RISKS:
Amelia had a few risks while working over the Muffler World project as she didnt had the industry-
specific experience. She also used to observe the work of the creative directors team and kept on
providing suggestions for improvement as per clients requirements, which was not appreciated by
Dave Burns as he had this thinking that he and his team should not be suggested on what and how
the target would be achieved. Also, Amelia would not appreciate an employee on a daily basis,
however she used to reward someone on making a special effort. Her major risk was that towards
the end of the case, Dave Burns is directly contacting Guy Johnson in order to connect with Muffler
World and suggest the solutions personally over the Rust No More Muffler project, which would
impact the companys image and brand value. Hence she is expected to maintain the Personal
Relationships as well as the Orgizational Relationships so as to make sure that if all the individuals in
their specific apartments. Thus, the major risk was to convenience Guy Johnson so that he would
only stay in touch with Amelia and also keep her updated regarding the progress of the case.

Question 2. What should Amelia Rogers do? What are the action alternatives available for her?
Answer 2.
As at present the situation has arrised that the Tassani Communications Creative Director is directly
trying to interact with Guy Johnson in order to explain him the further improvements in Rust No
More Muffler. Hence, Amelia (although currently is on vacations), should contact Dave asap and
explain to him his clear responsibilities and also suggest that any improvements in the business
should come from Amelias group. She also has an option to discuss the problem statement with
Sally Tassani, so that this gap could be removed and moreover, she could directly connect with Guy
Johnson in order to discuss the gaps and the improvement areas of the business.

Question 3. How should Amelia do, what she intends to do?
Answer 3.
Being hired as the Accounts Director at Tassani Communications, Amelias role is to bring in
contribute to the creative benefits of integrated communications. She is the only accounts person
assigned to 4 or 5 pieces of business. However, being a team player from the starting of the career
she has always performed her work with full responsibility whereas has also maintained good
personal relations with the clients as well as the internal team members. Hence, her intentions are
very much clear that she need the Rust No More Muffler project to end up successfully so as to
develop a good relationship with the Muffler World client and contribute to the growth of Tassani
Communications.
However, as it has been observed towards the end that Dave Burns is directly communicating with
Guy Johnson, which should ideally have been informed to Amelia even though she is on leaves.
Hence, Amelia should convince Guy Johnson that she has the proper update over the work progress
of the project. Meanwhile, she should also discuss the same with Jim Paglia or Sally Tassani and
inform that a direct communication is being made from Dave Burns end to Guy Johnson. It should
moreover be a team discussion so as to remove the internal conflicts and a chance should be
provided to Dave Burns so as to explain that why a direct communication has been made with Guy
Johnson when the entire project is being handled by Amelia. Being only left with last 5 days before
implementing the project, it should be taken care that the drawbacks should be worked upon asap
so that we may also give atleast 1-2 days to Guy Johnson to review the workflow of the project and
end up the work with both the sides being fully satisfied so that Muffler World could end up as a
permanent client to Tassani Communitions.

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