BBDO WORLDWIDE &

WELINGKAR INSTITUTE OF MANAGEMENT RESEARCH & DEVELOPMENT

PRESENT THEIR COLLABORATED RESEARCH ON

THE CREATIVE ORGANISATION OF THE FUTURE

BY

NEHAL VORA POONAM GAWDE PGDM-BUSINESS DESIGN 2008 – 10

PROJECT GUIDE: JOSY PAUL (CHAIRMAN – BBDO-WORLDWIDE) PROJECT FACULTY GUIDE: PROF. KAUSTUBH DHARGALKAR (WELINGKAR INSTITUTE OF MANAGEMENT RESEARCH & DEVELOPMENT)

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PROJECT COMPLETION CERTIFICATE

This is to certify that project titled “The Creative Organisation of the Future” is successfully done by Ms. Nehal Suresh Vora and Ms.Poonam Gawde in partial fulfillment of her two years full time course ‘Post Graduation Diploma in Management [Business-Design]’ recognized by AICTE through the Prin.L.N.Welingkar Institute of Management Development & Research, Matunga, Mumbai. This project in general is done under our guidance.

Mr. Josy Paul, Chairman, BBDO Worldwide Prof. Kaustubh Dhargalkar, Faculty, Prin.L.N.Welingkar Institute of Management Development & Research, Matunga, Mumbai. Date: May 28th, 2010

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ACKNOWLEDGEMENT I am extremely grateful to the following people without whom this research would not have been possible. I am pleased to thank Mr. Josy Paul, Chairman of BBDO Worldwide for giving me an opportunity to work with his company and do this research and Prof. Kaustubh Dhargalkar in creating a platform for students like us to work on real time projects with companies. I would also like to thank Sumanto Chattopadhyay, Madhukar Sabnavis, and Kaveri of Ogilvy & Mather (Mumbai) for their contribution of thoughts on the topic of study. I am grateful to my colleagues, Poonam Gawde and Prachi Srivastava who helped initiate this research. Finally, I would like to thank my parents and friends for all their support.

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CONTENTS S.No. 1. 2. 6 3. 4. 5. 8 5.2. Studying Goodby Silverstein & Partners (GS&P)……………………………….. 11 5.3. Studying Ogilvy & Mather (O&M) ………………………………………………...13 6. Studying Technology and Innovative Companies……………………………………… 16 6.1. Studying Google…………………………………………………………...................17 6.2. Studying Yahoo Inc.…………………………………………………………………18 6.3. Studying Facebook………………………………………………………...................22 6.4. Studying Twitter…………………………………………………………..................26 7. Studying Personalities…………………………………………........................................ 28 7.1. Studying Gandhi………………………………………….......................................... 29 7.2. Studying Obama…………………………………………...........................................34 8. The Awakening…………………………………………………………………………… 36 4 Methodology Adopted………………………………………………………….. ………. 6 About BBDO Worldwide ……………………………………………………………….. 7 Studying Advertising Agencies……………………………….......................................... 7 5.1. Studying Crispin Porter Bogusky (CP+B)……………............................................. Topic Page Number

Executive Summary……………………………………………………………………… 5 Objective of the Research………………………………………………………………...

. we studied personalities like Mahatama Gandhi and Barack Obama and learned from them the values.........9.. 38 10.. The second phase of our research involved studying technology and innovative companies like Google. Some companies like the Tata Group or Marico just to name a few have successfully imbibed in them the cultural change which has evolved gradually from the time of their inception..... The 21st century brings new challenges for both organizations and society.. the Chairman of BBDO Worldwide with his thoughts integrated in the research. The Conclusion…………………………………………………………………………… 40 12. Facebook and Twitter through which we could draw an analogy to mavericks. we were mentored by Mr......... For this research... References………………………………………………………………………………… 41 1.…. The Constitution of the Creative Organisation of the Future….. EXECUTIVE SUMMARY With the world today beginning to move out of the global crisis and adapting itself to the organizations of tomorrow....... In the third phase... Yahoo Inc.. This research was conducted in the following three phases: The first phase of our research involved a study of advertising agencies who worked differently as compared to other companies in their sector..... 5 .. innovation..... The Synthesis of Our Learning through Mind Mapping……. Rapidly changing environment.... Goodby Silverstein & Partners and Ogilvy & Mather (O&M) and draw from them insights on what was being done unconventionally. Josy Paul.. and dynamically changing markets demand new ways of working and more effective approaches to be developed and put into practice..... there arises a need for change within the organisation to happen gradually. My research was based on how organisations have successfully evolved and brought about a change and satisfied the stakeholders along with the business demands.... 39 11... How did this change happen? Was there any ignition point to this change? Who were the people responsible? Were there any external factors involved? These are some of the questions that immediately come to my mind.. These agencies were namely Crispin Porter Bogusky (CP+B). characteristics and ignition points (if any) in their lives....….….

200 employees in 287 offices in 77 countries and is the largest of three global networks (BBDO. features and processes in place. we synthesized our research to come up with a constitution of an advertising agency (a creative organisation) of the future. We chose to study the advertising agencies as well because the company that we were doing this research with i. TBWA and DDB Worldwide) of agencies in Omnicom's portfolio. 4. BBDO Worldwide has been named the "Most Awarded Agency Network in the World" by The Gunn Report in 2007. with its headquarters in New York. activation. for the second year running. Through our secondary and primary research.. Goodby Silverstein & Partners and Ogilvy and Mather (O&M). With an extensive portfolio of creative 6 . OBJECTIVE OF THE RESEARCH To create an organisation structure/model process in response to the “Changing nature of Idea and Media”. Formed through a merger of BBDO (Barton. out of home (OOH). Facebook and Twitter. METHODOLOGY ADOPTED We studied advertising agencies like Crispin Porter Bogusky (CP+B).e. television. value. The term media means the total communication media including news. 3. Durstine & Osborn) and Batten Co. Our primary research was done in two companies: Ogilvy and Mather (O&M) and Crispin Porter Bogusky (CP+B). newspaper. BBDO Worldwide is an advertising agency. 2. in 1928. Our next step was to study technology and innovation driven companies like Google. Yahoo Inc. We diversified our study to research personalities like Mahatama Gandhi and Barack Obama as a brand within themselves. ABOUT BBDO WORLDWIDE BBDO is a worldwide advertising agency network.The learnings from the above phases from studying companies and personalities were integrated to form the creative organisation of the future with its culture. technology and people as mediums. BBDO has strength of 17.

Activations 7 . They are like a factory without an assembly line as the work done is custom made and designed by hand. citing “At BBDO. London and Los Angeles.1. the Work encompasses every kind of creative content that can touch the consumer and reinforce the brand”. STUDYING ADVERTISING AGENCIES Crispin Porter Bogusky (CP+B). What is the Organisational Culture they follow? 5. This was elicited by the foundations of the organisations. Campbell’s. General Electric. Sweden. and have nearly 1000 employees. Wrigley and UNICEF amongst many more. 5. 5. Pfizer. their journey till date and the work done by them over a period of time. Goodby Silverstein & Partners and Ogilvy and Mather (O&M) were the advertising agencies that we studied due to their unconventional functioning. What are their Activations or what was and has been responsible for their success? 2. They also have other offices in Gothenburg. BBC News. IKEA. FedEx. Chrysler. BBDO focuses on the philosophy of “Total Work”. Gillette. Motorola. What are the Values on which these companies are built? 4. Pepsi.advertising.1.1. STUDYING CRISPIN PORTER BOGUSKY (CP+B) Crispin Porter Bogusky is based in Boulder and in Miami. Crispin Porter Bogusky is like a factory which makes advertising and branded creative content. What are the Tools used by them for their success today? 3. The product they would have build yesterday may not be the same as they build today and as their individual customer requirements are different. We organised our study in to these advertising agencies to find out more about the following: 1. What are the Sources of Media used by them? 5. The company's extensive list of clients includes: The Economist.

meetings or emails sent relating to work if the work will not get done. 5. Values CP+B defines advertising as is anything that makes their clients famous.4. Tools Used Focus on doing things.g.1.2. CP+B has a strong and resilient work culture. 30 minutes Dominos campaign where a customer needed 30 minutes of free time with every order in today’s time stacked culture. Co-Chairman 2.3.1. Group Account Director 8 . CP+B believe that they can be better than what they are today. Co-Chairman 3. 1. E. There are eight partners viz. They helped clients re-launch their campaigns by putting across messages in the way the customer wanted to look at it. PowerPoint presentations cannot substitute for work done. Organisational Structure The following forms the bases on which CP+B is formed.1. Other campaigns include Burger King re launching their “Have it your way” burger and “Know HIV/ AIDS” campaign where the campaign targeted on Knowing is Beauty rather than scaring people with getting tested for HIV. Co-Executive Creative Director 5. No talks.They help put across distinctly the underlying message every client wants to deliver to the target audience. 5. 5. Co-Executive Creative Director 4.

Content Managers – Asst. ample-sized eating areas. Content Management Department has more than 150 employees including: Account Directors – Management Supervisors . The Cultural and Business Insights department has over 30 employees. multiple conference rooms and a central art department area. digital artists.5. 9 . Content Managers There are also other departments viz.1. The above departments work in close proximity of each other. CEO/President The interactive/integrated/creative department is comprised of over 250 employees including art directors. etc. creative directors.6. The Product Innovation department is comprised of 10 employees. Administration Department • • HR Accounting: Controllers – Accounts Payable – Accounts Receivable – Expense Report Coordinators – Billing • • • IT: System Administrators – Service Desk Technician Legal Agency Communications Department 5. Chief Operating Officer 8. producers. copywriters. Director of Content Management 7. Organisational Culture The offices have a central meeting space for agency-wide meetings.

Or at least an environment where you feel like you can contribute even though you’re not running the place. This is the official agency code word that means “Let’s wrap this up”. And just because a person’s title is ‘Associate Creative Director’ or ‘Management Supervisor’ doesn’t necessarily mean their ideas are automatically weighted more toward the good end of the scale. They treat suppliers like fellow employees. This enables cross pollination to happen between departments and know exactly what the other department does. An idea is judged solely by its merit. They believe that good ideas can come from anywhere. one can say the word “pineapple”. This attitude creates a wonderfully liberating environment where great ideas gush forth freely from each and every person. Their meetings are short and to the point. and the creative team comes up with planning solutions. If one’s in a meeting that’s dragging on and keeping one from the important business of doing something. CP+B wants to be the kind of agency that suppliers want to work with. They believe that the actual doing doesn’t start until the meeting stops. Sensei is selected based on his or her knowledge of the CP+B culture and will be in a different department than the employees current department. and so on and so forth. Sensei has to make sure that the employee is as successful as you can be during his time at CP+B. just because they’ve heard CP+B is great to work with. 10 . Treating Suppliers like fellow employees.CP+B defines a good meeting as the one from which you leave with a clear understanding of what to do next. The advertising business is contained within a small. or scope of the job. regardless of budget. small circle and word gets around about how one behaves within that circle. Every employee who begins new work at CP+B is assigned a Sensei (Japanese word) meaning a “teacher”. and production people come up with media ideas. or timing. They consider that ideas are good when media people come up with creative ideas. from any person in any department at any level.

The old model. Art takes things that don’t belong together and welds them at high temperatures. STUDYING GOODBY SILVERSTEIN & PARTNERS (GS&P) Goodby Silverstein & Partners Inc. If the deadlines fail. DDB Needham Worldwide. operates as a subsidiary of advertising services conglomerate Omnicom Group. that people welcome and even seek out. Goal Oriented. they prefer a casual environment because it makes them work better. Art is a new way of seeing the world that takes things that are basically the same and makes them suddenly seem different. Sources of Media CP+B uses any mode of media ranging from an online film. They believe that this is a time of great disorder in the way brands are created. CP+B focuses on deadlines from the start and does whatever is humanly possible to meet them. and are evolving to look forward to and take best advantage of the new environment. 11 . To be successful in a faster. it is important to engage audiences. in which advertisers address captive audiences with unavoidable messages. CP+B is a loose organization without a lot of rules. 5. which consists of BBDO Worldwide. They firmly believe that business is at its best when it is done with craft and surprise associating with Art. everyone is to be alerted as far in advance as possible that a looming deadline is in danger of being missed. a book or something unimaginable. 5. creating messages. However.2. TBWA International. often in unexpected places.6. The metaphor GS&P uses to describe them is “Art Serving Capitalism”. and Diversified Agency Services. is a thing of the past.1. Business is most successfully accomplished through Art.Focusing on Deadlines. more voluntary world. an event on the street. Business combined with Art is bigger business.

2.2. they handed over many day-today creative responsibilities to their creative staff. 5. The early years of the new century were years of significant change at Goodby. it surveyed its employees to find out what they liked and disliked about the company. In 1999. It won the GS&P Media Department of the Year in 2008. Silverstein & Partners. 12 . Organisation Structure GS&P has a lean. To grapple with the challenge of maintaining the agency's corporate culture and retaining talented people. GS&P obliterated its media department by fusing it with its account planning team to create a strategy department which could well model for the future of agency media services. It was able to demonstrate the fruits of the strategy which other companies would soon like to follow. to confront its challenges. the position of group account director and the development of an in-house school. It elevated the role of media planners to brand strategists.2. They “communicate” not advertise and do timeless storytelling to move people emotionally. it implemented a streamlined approach to new business. silo-free agency structure. GS&P University. Wanting to empower staffers and motivate them to do their best work.This kind of communication will have elements of entertainment and avant-garde media thinking not presently associated with advertising. a policy of flex time and formal mentoring for new employees was started. They no longer want to be an advertising agency but something that leads their clients to create and embody popular culture in the world. They continue to test what a creative department does and what a creatively attuned strategic function can add. Activations The media department was fused with the account planning team.1. Goodby and Silverstein instituted a more horizontal structure. In 2000. 5. In addition. for the first time. which offered employees classes that covered topics such as design and public speaking. Some of the new changes included creating.

Ogilvy and Mather to get a closer look of the organisation. The following is what we observed while interacting with him.5. Who are your Gods? What or who do you look up to? What are the inspirations that you have? 13 . Not that we were out of college. South Asia. It was the afternoon on January 8. the Executive Creative Director. Tools Team of Employees 5. Loud music coming from the two sides of the room and people juggling from one place to another and one floor to another was the environment at the office at Ogilvy & Mather in Goregaon which gave us a back to college feeling. just that we did not feel like we were in a regular corporate office.2. This was the first time we were meeting him. the Executive Creative Director. 2010 when we entered the reception area awaiting our turn to meet Sumanto Chattopadhyay.3. South Asia. Media The following is the type of media used by GS&P to service its clients: • • • • Television (Wait less Ads) Print Online Media Billboards 5.4. The objective of our meeting with him was to know more about Ogilvy & Mather as an organization and the evolution of the work done by them till date. We had with us a list of questions to shoot at him.3. STUDYING OGILVY & MATHER (O&M) We interviewed Sumanto Chattopadhyay. The following were the questions asked by us to Sumanto and his answers to the same are given below: Q.2. Ogilvy and Mather.

From him. He believes that O&M is built on the back bone of “Creativity”. This was targeted to the audience who were a novice in their ad film making career. O&M works in partnership with its clients and unlike a traditional advertising agency. What are the values on which O&M is built? Ans. It is the drive for the excellence in creativity that forces them to become better and better every day. This workshop was a clear indicative of the action oriented approach that Sumanto believes is the success of lasting advertisements. One of the workshops he shared with us was called “Baby ki mundi kaato…It’s all about the executions" which focused on saying things in a memorable way. One of his Gods is Neil French who is the former Creative Director of WPP Worldwide and founder of the World Press Awards.K. Sumanto has conducted and still conducts workshop for the employees of O&M and for his clients.Ans. and non hierarchical with a front foot approach to employees along with a high level of empowerment. The work culture of O&M can be described as informal. Exceptions to this are tackled on a one to one basis. Neil judged the best of the work done by the workshop attendants by criticising it in a most humiliating way but at the same time passed on the right message. There is intensive research that is done before any campaign to gather consumer insights pertaining to the client brief. They work to adapt to clients needs and the culture. 14 . flexible. What inspired Sumanto the most about Neil is his delivery style which was action oriented and unforgettable to the attendants of the workshop. he has learnt to be to be open and observant to what’s happening in and around the environment and learnt to understand what ticks people. Q. He interacted with Neil French for the first time at one of the workshops held at O&M where the employees had to showcase the work done by them. Sumanto was inspired by Neil and the entire workshop experience and began to conduct workshops for the advertising fraternity. It’s the N=1 concept which is customised solutions for every client that works for them (Reference book: The New Age of Innovation by C. Another inspiration for Sumanto is Piyush Pandey whose career started as ‘Trainee Account Executive’ to that of an ‘Executive Chairman’ (the position held today) at O&M. Prahalad).

However. not repeat the mistakes at the expense of the client’s requirements. Employees are allowed to make mistakes and learn from them. Q. To ensure every client gets what he wants under one roof was why PR. How do you inculcate the O&M culture in the newly recruited employees? Ans. direct marketing. His communication methodology is direct with his entire team for the smallest of the matters involved. print ads. what drives you to come to work every day? 15 . No models off hand are being used. Maintaining the creativity despite growing to become a large organisation is what distinguishes O&M. certain norms are implemented by Asia Pacific HR team to be used all across O&M. digital. Ogilvy One have evolved. Every employee in the organisation is empowered to perform various tasks keeping in mind the requirements of the clients. As an employee of O&M. Q. The operating style of every head is a contributor to inculcate the culture of O&M in the newly hired employees. What makes you different from other companies? Ans. etc. How has the organisational structure of O&M evolved with the changing environment (both external and internal)? Ans. As for Sumanto. Q. rural. Q. New media usages with respect to the availability of new technology are being explored and experimented besides television. his leadership style is result oriented. Q. Thoughts were organized in a structured way to present to clients by the planning team. However. The structure of O&M has evolved with respect to requirements of clients and is built today on the 360 degree integration of ideas. How did the concept of brand butterfly evolve? Ans. O&M is moving and has moved with the market and the sector. events. Are there any models that O&M uses to adapt to changes required (if any)? Ans.Q.

This is because the fundamental functioning of the members of creative team is based on the campaigns each one has worked. Q. According to him. Sumanto agrees that appraisals are essential for an employee’s increment and promotion.1 at all times.Ans. However. At the moment. working as a team and believes in having fun while doing work which prevents work from going stale. the major challenge today is not to stagnate. only on the job training is what the employees are directly exposed to. Ans. The environment at O&M he believes allows idiosyncrasies. 6. He has colleagues who are now friends and looks forward to seeing them every day. O&M is a second home to Sumanto and spends a lot of time at the office. He firmly believes that being creative is the most important aspect of O&M and hence an employee’s performance should be measured in terms of the creative work done by him/her. He is writer and does theatre and encourages employees at O&M to do what they like besides the regular work at O&M. Sumanto’s suggestions on the existing appraisal system at O&M. Induction should be made a part of the training module of new hires at O&M to induce the culture of O&M in them. He enjoys work. Q. Ogilvy & Mather have been the undisputed creative leaders of the advertising industry. This could be done by describing each campaign in detail would in turn determine the worth of the individual. STUDYING TECHNOLOGY AND INNOVATIVE COMPANIES 16 . He loves the flexibility and the variety offered to him at work. Maintaining the creative excellence is a major challenge for O&M and to remain no. What according to you are the major challenges that O&M faces today? What are the measures taken to overcome these challenges? Ans. he strongly believes that the appraisal system that for the creative team should be framed differently.

Business model of Google is user centric as their main objective is to provide users with speedy search results with all favorite websites at the fingertips of the user. Success of the Google story has been built on its ability to harness wild ideas for business innovations. Google offers a wide range of software so that the user can browse the web quickly and easily. Google’s Values 17 . In order to enable this. What are the Sources of Media used by them? 6. What are the Tools used by them for their success today? 3. Like our earlier study.Our next step was to study companies which have been doing work differently.. What are the Values on which these companies are built? 4. Search is how Google began. 6.7 billion. The companies that we narrowed down for our study were Google.1. 6. Yahoo Inc.1.2. Facebook and Twitter. What is the Organisational Culture they follow? 5. Google's Mission To organize the world's information and make it universally accessible and useful.200 with revenue hitting almost $3. STUDYING GOOGLE Google as a company is internet search engine founded by two Stanford University graduate students (Sergey Brin and Larry Page) to a company of 4.1. and it's at the heart of all activities they do today. we organised our study in to these advertising agencies to find out more about the following: 1. What are their Activations or what was and has been responsible for their success? 2. At Google they devote more engineering time to search than to any other product.1. The underlying thought is to understand the pain points of user.

It is majorly divided in to three parts: • • • 70% of resources are devoted to their core job which is advertising and search 20% of resources are devoted to the activities related to the core activities 10% of resources are devoted to the new projects which are different then the regular once. Google tries to keep the hierarchy of the organisation small so as maintain effective communication and sharing of ideas becomes easier which is the core value of Google. 6. They have the compensation structure like the startup companies and reward employees and teams at each stage.3. 6.1.4.1. Google’s commitment to innovation depends on everyone being comfortable sharing ideas and opinions. Organizational Structure At Google they have divided their resources with respect to the activities they are associated with. Google has expanded rapidly but one thing has not changed and that is its dedication to the users and the belief in the possibilities of the internet itself. They believe that each Googler is an equally important part and a contributor to the success of the organisation. Work Culture The culture of Google is transparent as every employee can talk directly with each other irrespective of the hierarchy and including the founders. 18 . At Google they strive to develop the “perfect search engine”.Now over the years.

They are rewarded on quarterly basis by the founders for their outstanding achievements.2. Yahoo’s Values 1. and to deliver industryleading open platforms that attract developers and publishers. began as a hobby and has evolved into a leading global brand. There’s an intense focus on delivering the best products and services for its users and deepening their relationships with partners and advertisers.. candidates in Electrical Engineering at Stanford University started their student hobby in a campus trailer in February 1994 as a way to keep track of their personal interests on the Internet. has changed the way people communicate with each other.1. conduct transactions and access. Founded in 1994 by Stanford Ph. 19 .D. Yahoo Inc. 6. David Filo and Jerry Yang. share. students David Filo and Jerry Yang. They have program wherein the employees have opportunity to devote 20% of their work time devoted to pursue personal interests or hobbies.D. Orkut and Adsense is a result of this effort of Google.2.2. STUDYING YAHOO INC. Yahoo Inc. and create information. Eventually. to provide must buy marketing solutions for the world’s largest advertisers. The Underlying Idea of the Business of Yahoo Inc. Ph. Before long they were spending more time on their home-brewed lists of favorite links than on their doctoral dissertations.2. 6. Jerry and David's lists became too long and unwieldy. then subcategories…and thus the core concept gave rise to Yahoo Inc. and they broke them out into categories.Currently all employees of Google are their equity holders. The core of Yahoo’s strategy and operations is to become the starting point for Internet users. 6. The two founders of Yahoo Inc.

the Company has begun the shift from historically decentralized product silos to creating a global product infrastructure. Search Assist. and ultimately allow advertisers to better target audiences not just on Yahoo but across the Web and allow publishers to better monetize their content. The next generation of Yahoo Mail also took shape in 2008.the more satisfied they are the more engagement and monetization will flow. which now features voice-enabled search. 4. APT from Yahoo is an integrated web-based solution designed to bring publishers.2.2. To improve functionality and usability. networks and agencies together. bringing together email. It is committed to empowering its users and employees through programs. Users and advertisers create a virtuous circle . They have invested to unify platforms. advertisers.2. 3. publishers. Over 2007. is focused on powering its communities of users. Products or Activations of Yahoo Inc. processes and codes to be more streamlined. advertisers. 6. Yahoo Inc. 4. 2. efficient and effective. instant messaging and mobile text messaging. Yahoo One Search product.4. to give users suggestions as they search.beneficial to our franchise to deeply understand what users are looking for when they are online. 5. products. and to innovate more rapidly. as well as Search Monkey. 3. 1. 20 . and developers by creating indispensable experiences built on trust. to give website owners control over how their sites appear in search results . 6.3. and services that inspire people to make a positive impact on their communities and build relationships. Tools Used by Yahoo Inc.

advertisers. they continue to attract and engage users. television.6. which encouraged every user on the Yahoo network to participate in the consumption and publishing of 21 . as well as media content across its global network to create leading social media environments. and developers. With continued investment in global brand and product marketing. Expand customer-centric culture and capabilities Yahoo Inc. leverage global online network and their distribution partnerships to market products and services to the right people at the right time. organized its services around audience segments and advertising customers. radio. 7. Connected Life. outdoor advertising.2. In 2008. Create leading social media environments Yahoo Inc.2. re-aligned its organization to effectively focus on Key Customer Segments to Capture Future Growth Opportunities. Marketing Mediums Online. Communications. a set of complementary developer platforms designed to better open Yahoo to third-party developers and publishers which invited developers to take advantage of our huge scale by writing applications that build on popular properties.6.5. Audience 6. 2. The new structure is designed to drive this strategy by aligning the organization with four key objectives: 1. 6. search. leveraged its strong positions in community. communications. the Yahoo! Open Strategy (Y!OS) was launched. tap into millions of loyal users. Yahoo as an Organisation Yahoo Inc. print. rather than around products. Search. Yahoo Offerings also include Communities. and make users’ Internet experiences more relevant and useful. publishers.

This group combines Yahoo's broad array of marketing solutions. and its thousands of high quality distribution partners. Yahoo Inc. as the largest global Internet destination. tailored and engaging experiences for Yahoo's valuable users. Drive organizational effectiveness and scale Yahoo Inc. b) Advertiser & Publisher Group This group leads the transformation of how advertisers connect with their target customers across the Internet. Lead in next-generation advertising platforms Yahoo Inc. with the goal of driving more value for more advertisers and publishers than any other company. to create a full-fledged global advertising network on and off Yahoo. build social media environment across Yahoo. This is designed to benefit both 22 . creating more unique. 4. and a strengthened technology function headed by the chief technology officer. communities and communications. recruits and retains the best industry talent and focus its resources on high-impact. network-wide platforms to help capture the most significant long-term growth opportunities. every opportunity to connect with audiences on and off Yahoo. media. extended its industry-leading breadth of offerings to give the most diverse array of advertisers. 3. These groups are: a) Audience Group This group focuses on building the largest and most valuable audiences and relationships on and off the Yahoo network. each led by a senior and experienced operating executive. and pursue growth opportunities in emerging international markets. from large brand marketers to local merchants. The group will leverage the success the company has had to date. its industry leading sales teams. Under the new structure. and other social media activities. and knowledge through tagging.information. has two customer-focused groups. to further enhance its existing products in search. sharing of images and audio. open more opportunities for users to take advantage of Yahoo tools and services off network and through mobile and digital devices. reviewing.

advertisers and publishers and significantly enhance the company's monetization capabilities. next generation advertising platforms.and medium-sized businesses. as well as develop advertising platforms and marketplaces for the future. 6. The company develops technologies that facilitate the sharing of information through the social graph. priming to make big improvements in product quality and operational efficiency while also better supporting our customers. resellers and publishers. local advertisers. it speeds the development of innovative. 23 . Mission Facebook's mission is to give people the power to share and make the world more open and connected. family and co-workers. In addition. global platforms and infrastructures to help capture the most significant long-term growth opportunities. This started in February 2008 with streamlining the senior leadership team and creating new positions focused on customer advocacy. 6. Yahoo Inc. c) Technology Group In addition to closer engineering integration within product teams. this group leverages Yahoo's platform investments in community to create the technology platforms for new social media environments. STUDYING FACEBOOK Facebook was founded in February 2004 by Mark Zuckerberg as a social utility that helps people communicate more efficiently with their friends. marketing and international operations.1.3. concentrates on the key engineering talent and shift investment towards the development of high-impact. Specifically. small. as an organisation was simplified. scalable. For example. this group provides customer-oriented solutions across all major segments. the digital mapping of people's real-world social connections. by leveraging the size and scale of Yahoo!'s advertising network. In 2008. including large advertisers and agencies. Yahoo Inc.3.

organization. c) Free Flow of Information People should have the freedom to access all of the information made available to them by others. are not capable of limiting how those who have received information may use it. 24 . and have the right to connect online with anyone . in any medium and any format. People should have the freedom to decide with whom they want to share their information.whether individual. and responsibilities that should apply to all People using the Facebook Service. There should be a single set of principles.2. developer. They should have the freedom to share it with anyone they want and take it with them anywhere they want.as long as they both consent to the connection. particularly outside the Facebook Service. Those controls. e) Social Value People should have the freedom to build trust and reputation through their identity and connections. organization or service . or other entity .any person. and set privacy controls to protect those choices.6. and should not have their presence on the Facebook Service removed for reasons other than those described in Facebook's Statement of Rights and Responsibilities.3. Values a) Freedom to Share and Connect People should have the freedom to share whatever information they want. however. advertiser.should have representation and access to distribution and information within the Facebook Service. d) Fundamental Equality Every person . rights. People should also have practical tools that make it easy. and efficient to share and access this information. including removing it from the Facebook Service. quick. regardless of the Person's primary activity. b) Ownership and Control of Information People should own their information.

000 employees as part of its workforce.3. Facebook should have a town hall process of notice and comment and a system of voting to encourage input and discourse on amendments to these Principles or to the Rights and Responsibilities. plans. policies. connect with others. and share information with them. h) Common Welfare The rights and responsibilities of Facebook and the People that use it should be described in a Statement of Rights and Responsibilities. Facebook as an Organisation According to a Bloomberg. Facebook has 1. But Mark Zuckerberg feels that “The company’s building feels much more like a very large garage. Every Person should be able to use the Facebook Service regardless of his or her level of participation or contribution. i) Transparent Process Facebook should publicly make available information about its purpose. g) Fundamental Service People should be able to use Facebook for free to establish a presence. and operations. j) One World The Facebook Service should transcend geographic and national boundaries and be available to everyone in the world. The specifications for these interfaces should be published and made available and accessible to everyone. which should not be inconsistent with these Principles. 6.3.” Following are some unique activities/facilities of Facebook: 25 .f) Open Platforms and Standards People should have programmatic interfaces for sharing and accessing the information available to them.

Facebook will continue your health benefits. or just a couple slices of pizza. and embarking on all-night coding binges for new features and ideas. Whether the employees looking for healthy salads. a hand of poker. This includes medical. Their language team rewrites the site in Pirate English. d) Family & Parenting Facebook offers all eligible full-time. life insurance and disability coverage. playing Bughouse chess. Nacho Thursday. free snacks at just about all its major worldwide locations. stock vesting.S. dental. At Palo Alto headquarters.000 baby cash to all new custodial parents who are full-time U. 26 . c) Food Facebook provides micro kitchens and lots of great. Facebook also will provide $4. They comply with local regulations in all non-U. lunch and dinner at their Cafe. They also provide 50% reimbursement of most monthly gym fees. employees at the time of birth or placement. Chef Josef and his team of culinary geniuses make it happen every day. or a game of Risk. rocking out in their music room. as well as the Employee Assistance Program. employees up to 4 months of Paid Parental Leave to attend to the birth or adoptive placement of your child. Facebook pays 100% of employee benefit premiums and 50% of any dependent premiums in the United States.a) Fun Facebook pairs innovation and passion with cutting loose and having fun: racing around on RipStiks. they also offer free breakfast. vision. and all kinds of new fun being invented every week. 401 (k). There's also an Ultimate Frisbee team. locations. gym membership and Purple Tie as if you had continued to work full-time.S. While an employee is on Paid Parental Leave. U.S. just for kicks. b) Health To make the employees life easier. hearty world cuisine from countries such as Belize and India.

000 toward day care/babysitting assistance per year. i) Internal Speakers Series Almost every week. Apple and AT&T.e) Day Care All full-time regular employees who have one or more children age 5 or under at any point during the calendar year (incurred after your start date) are eligible to be reimbursed for up to $3. and Ashton Kutcher. The company likes to bring in people who they know will give them something to think about. j) Discounts Facebook gives discounts from companies such as Microsoft. Gavin Newsom. he can stay home and get better (unlimited sick days). Facebook also provides Fidelity BrokerageLink and a self-directed brokerage account to give you expanded investment choices. h) Saving & Retirement Automatic payroll deduction lets U. f) Paid Time Off (PTO) Facebook offers 21 days of paid vacation to make sure the employees take a break once in a while. Dell. Facebook brings in someone from outside Facebook to talk about their experience and what they're passionate about.S. employees contribute between 1% and 75% of your eligible pay up to the annual IRS dollar limit. There are also 11 paid holidays observed at Facebook. g) Sick Time and Holidays If the employee is sick. Some of the guests were Gloria Steinem. k) Transportation 27 .

instant message. Twitter Values Twitter values talent. conferences. Twitter began to grow and Twitter. Inc.4. Twitter lets you write and read messages of up to 140 characters. or from third party API projects. When value as an instant communication network during shared events like earthquakes. Twitter makes it easy for folks to stay connected. STUDYING TWITTER Initially inspired by the concept of an ‘away-message’ merged with the freedom and mobility of SMS. Twitter is a privately funded company based in San Francisco.1. They can drop their laundry off at work and Facebook will return it right to your desk. or tweets. 6. 6. CA.3. By accepting messages from sms. Twitter being a recipient driven information network. photo processing. including all punctuation and spaces. and a sense that anything is possible. Marketing Mediums The following are the mediums used by Twitter: a) Twitter as a Media Outlet One can use Twitter to post news or updates about your company or products. creativity. Twitter began as an experiment in 2006 by Jack Dorsey. dry cleaning. 6.2. Today. web. b) Promotional Palace 28 .4. was founded in 2007. Tools Used Twitter’s core technology is a device agnostic message routing system with rudimentary social networking features. and festivals emerged. or the very length of this sentence. mobile web.4.Purple Tie provides laundry.4. 6. you can send and receive Twitter messages. equally well from your desktop or your mobile phone. In addition. The messages are public and you decide what sort of messages you want to receive. and leather repair for Palo Alto employees.

great coffee. They believe they are changing the world. interacting with them. They are well-funded and building a company to last. stock options. 6. whiteboards-a-plenty. and Whole Foods are just blocks away. Though they are a small company. They value talent. they provide very lucrative benefits pertaining to 401k.It's not uncommon for companies to post promotions. At Twitter. and a sense that anything is possible. they are building something hugely valuable and worthwhile. or specials on Twitter. CNET. That's what makes the difference and can increases one’s Twitter following and thus makes it a successful marketing tool for all. AOL. creativity. Twitter as an Organisation Twitter is a small company with a bright future. and just the right amount of meeting space. c) Create Character in Your Brand Twitter is a fantastic tool in giving your brand a voice and a personality. everyone gets a meaningful stake in the company's long-term success. flex spending. Sony 29 . Plus. dental. has tons of windows (with views). sales. health. d) Customer Service and Chit Chat This medium of communication is all about conversation and about talking to the prospects and consumers. Good burritos. An example would be Dell. It's very open. Samsung. they do it well. And in so doing. collaborative workspaces. snacks.4. Danger. Twitter has created a beautiful office space in the heart of SOMA in San Francisco. Xanga. They provide the best equipment money can buy and offer free breakfast. and often lunch. vacation. Blogger. They are fewer than 30 people today. Being successful in Twittering helps one to put forth their personality and a unique style. the present employees are a unique group of folks who have built products and services at companies such as Google. they are hiring very seriously.4. and all that stuff. But as their business is developing.

30 . What are the Sources of Media used by them? 7. He tried to achieve this by learning from his own mistakes and conducting experiments on himself. He would later change this statement to “Truth is God”. What are their Activations or what was and has been responsible for their success? 2. out of the economic crisis. and insecurities.1. STUDYING GANDHI Gandhi dedicated his life to the wider purpose of discovering truth or Satya. We have described these personalities just like we described companies above taking into consideration the following: 1. we studied two personalities: Mahatama Gandhi and Barack Obama who have made a difference in the lives of individuals they dealt with. Thus. Vodafone and lots more. Satya (Truth) in Gandhi's philosophy is “God”. And each has brought his or her experience and skills to Twitter to build the best thing they've worked on yet. Gandhi stated that the most important battle to fight was overcoming his own demons. Gandhi summarized his beliefs first when he said “God is Truth”. What are the Values on which these companies are built? 4. fears.A. What is the Organisational Culture they follow? 5. 7.S. Studying Mahatama Gandhi took us back into the struggle for India’s freedom and studying Obama takes us just a couple of years back to study his efforts in getting U. What are the Tools used by them for their success today? 3.Ericsson. STUDYING PERSONALITIES In order to give a different direction to our research.

and fruits. vegetables. His simplicity began by renouncing the western lifestyle he was leading in South Africa. without total control of the palate. It was noted in his autobiography that vegetarianism was the beginning of his deep commitment to Brahmacharya. it is wrong to use a newspaper as a means of 31 . police and armies were nonviolent. He was an avid theologian and read extensively about all major religions. many Indians of the time struggled with low income. deriving most of his principles from Hinduism.Although Mahatama Gandhi was in no way the originator of the principle of non-violence. Gandhi earnestly believed that a person involved in social service should lead a simple life which he thought could lead to Brahmacharya. As a common Hindu. it would also serve an economic purpose as meat was. his success in Bramacharya would likely falter." which entailed giving up unnecessary expenditure. On one occasion he returned the gifts bestowed to him from the natal are for his diligent service to the community. He wrote: “In my humble opinion. he was the first to apply it in the political field on a huge scale. he believed all religions to be equal. In applying these principles. It will be pertinent to point out as to what Mahatma Gandhi considered to be the role of newspapers. a vegetarian diet would not only satisfy the requirements of the body. and still is. Gandhi did not balk from taking them to their most logical extremes in envisioning a world where even government. Also. He abstained from eating for long periods. He called it "reducing himself to zero. using fasting as a form of political protest. thus vegetarianism was seen not only as a spiritual practice but also a practical one. embracing a simple lifestyle and washing his own clothes. To Gandhi. and rejected all efforts to convert him to a different faith. He had the following to say about Hinduism. generally more expensive than grains. Gandhi spent much time advocating vegetarianism during and after his time in London. Gandhi was born a Hindu and practiced Hinduism all his life. He refused to eat until his death or his demands were met.

He believed that by transforming enough individuals and communities society at large would change.. It was the first act of organized opposition to British rule. 1930.” He was of the opinion that newspapers were meant primarily to educate the people. they could not but wait to check a report before publishing it. There are certain spheres of work which are of such consequence and have such bearing on public welfare that to undertake them for earning one’s livelihood will defeat the primary aim behind them. that readers could not always trust newspapers. Gandhi envisioned Satyagraha as not only a tactic to be used in acute political struggle. They made the latter familiar with contemporary history. If newspapers realised that it was their duty to educate the people. but as a universal solvent for injustice and harm. He felt that it was equally applicable to large-scale political struggle and to one-on-one interpersonal conflicts and that it should be taught to everyone. When further a newspaper is treated as a means of making profits. They have to shift the true from the false in a short time and can only guess the truth. “It may be taunted with the retort that this is all Utopian and. Often facts were found to be quite the opposite of what has been reported.. Even then. Mahatma Gandhi led the Dandi march from his Sabarmati Ashram to Dandi. It is not necessary to prove to those who have some experience of journalism that such malpractices do prevail on a large scale. with growing 32 .earning a living. It is true that often they had to work under difficult conditions. He said. though never realizable in its completeness. the result is likely to be serious malpractices.” The Salt Satyagraha was a campaign of nonviolent protest against the British salt tax in colonial India which began with the Salt March to Dandi on March 12. Gujarat to produce salt without paying the tax. therefore not worth a single thought. We must have a proper picture of what we want before we can have something approaching it. however. Gandhi was undaunted by the task of implementing such a utopian vision in India. he was of the opinion that it was better not to publish a report at all if it has not been found possible to verify it. This was a work of no mean responsibility. Let India live for the true picture. It was a fact.

although in practice many flag manufacturers.which he refused to do. In South Africa. The size varies. The charkha. it sparked large scale acts of civil disobedience against the British Raj salt laws by millions of Indians. Mahatma Gandhi brought the charkha into larger use with his teachings. to a floor charkha. especially those outside of India. Thus it symbolized the political ideas and independence itself. The charkha (etymologically related to Chakra) was both a tool and a symbol of the Indian independence movement. though it can be used to spin other fibers as well. It was through witnessing the firsthand racism. and to this day most politicians in India are seen only in khadi clothing. short-staple fibers. including being barred from several hotels. When Gandhi broke the salt laws in Dandi at the conclusion of the march on April 6. and so used the charkha as a symbol of the Indian independence movement and included it on earlier versions of the Flag of India. from that of a hardbound novel to the size of a briefcase. The freedom struggle revolved around the use of khadi fabrics and the dumping of foreign-made clothes. awakening him to social injustice and influencing his subsequent social activism. He hoped the charkha would assist the people of India achieve self-sufficiency and independence. In another incident. ignore this rule. He was thrown off a train at Pietermaritzburg after refusing to move from the first class to a third class coach while holding a valid first class ticket. He suffered other hardships on the journey as well. Gandhi faced discrimination directed at Indians. a small. Mahatma Gandhi began promoting the spinning of khadi for rural self-employment and selfreliance in 1920s in India thus making khadi an integral part and icon of the Swadeshi movement. hand-cranked wheel. prejudice and 33 . portable. Traveling farther on by stagecoach he was beaten by a driver for refusing to travel on the foot board to make room for a European passenger. the magistrate of a Durban court ordered Gandhi to remove his turban . 1930. The flag of India was only allowed to be made from this material. These events were a turning point in his life. is ideal for spinning cotton and other fine.numbers of Indians joining him along the way.

calling on his fellow Indians to defy the new law and suffer the punishments for doing so. the Transvaal government promulgated a new Act compelling registration of the colony's Indian population. flogged.1. for the first time. He helped find the Natal Indian Congress in 1894. In January 1897. rather than resist through violent means. however. This plan was adopted. and through this organization. stating it was one of his principles not to seek redress for a personal wrong in a court of law. Gandhi's ideas took shape and the concept of Satyagraha matured during this struggle. Gandhi extended his original period of stay in South Africa to assist Indians in opposing a bill to deny them the right to vote. he moulded the Indian community of South Africa into a homogeneous political force. While the government was successful in repressing the Indian protesters. 7. Gandhi adopted his still evolving methodology of Satyagraha (devotion to the truth). refused to press charges against any member of the mob. or even shot. Though unable to halt the bill’s passage. the public outcry stemming from the harsh methods employed by the South African government in the face of peaceful Indian protesters finally forced South African General Jan Christian Smuts to negotiate a compromise with Gandhi. and his own place in society.1. refusing to register. for striking. or non-violent protest. In 1906. burning their registration cards or engaging in other forms of non-violent resistance. when Gandhi landed in Durban he was attacked by a mob of white settlers and escaped only through the efforts of the wife of the police superintendent. He. we came up with a symbolic tool to link the same to our study: 34 . At a mass protest meeting held in Johannesburg on 11 September that year. characteristics. features and activations of Mahatama Gandhi. Symbolic Tool to represent Mahatama Gandhi From the above values. his campaign was successful in drawing attention to the grievances of Indians in South Africa. leading to a seven-year struggle in which thousands of Indians were jailed (including Gandhi).injustice against Indians in South Africa that Gandhi started to question his people’s status within the British Empire.

STUDYING OBAMA Obama sold the idea of hope to Americans who were in trouble due to recession. He mentioned that.Personal Characteristics • Philosopher • Listening and public speaking skills • Influencer • Futurist Values • Truth • Non-violence • Vegetarianism • Simplicity • • • • • Mahat ma Gandhi Ignition Point • The oppression in South Africa Media Newspapers Radio Word of mouth Letters Festivals drove him to fight for the struggle. “We will work 35 . He gave them the hope that with change. Activation/Tools/Theme • Swadeshi movement • Swaraj • Salt Satyagraha • Quit India movement Symbols • Charkha • Khadi 7.2. their lives will improve. war etc.

His web campaign resulted in attracting the tech savvy population of America. He involved the youth of America in his entire campaign. or just general office staff. his campaign was never insufficient of funds unlike other contenders. emails.1. It was directed towards the central theme of hope and change. He involved them as donors or as a work as field organizers. 7. He realised the need of a web campaign as an American citizen made the extensive use of technology. neighborhood canvassers. but the Obama’s campaign discovered the power of the youth. A Symbolic Tool to represent Barack Obama 36 . social media such as Facebook. His entire speech was subtle and well crafted. He used the power of youth. usergenerated content.toward the global peace and stop the ongoing war with Iraq”. He energized America. Also. The emotional appeal was backed with solid and specific policy details. The negative criticism was countered by his team well in advance. listening and public speaking skills. He used all channels of web media be it blogs. The black community was involved emotionally as he was going to create a history on becoming the first black president. personal website and even video games. Obama's personal charisma. consistent positive and unruffled demeanor and a compelling biography attracted the attention and empathy of voters. The donors for fund raising campaign were registered and sent updates on campaign regularly and expenses which lead to trust and system of transparency. His biography acted as means of promotional media.2. It has often been noted that the young people of America are left out of politics.

THE AWAKENING 37 Media • Power of youth • Biography • Websites • Personal website • Mobile • Blogs Activation/Tools/Theme • Hope and change only can improve the lives of Americans • End of war • Beginning of peace • First black president . we came up with a symbolic tool to link the same to our study: Personal Characteristics • Obama's personal charisma • Listening and public speaking skills • Professional Speech • Attention-getting without being Values • Transparency ( In terms of spending of fund raised through campaign) • Empathy • Positive Attitude in-your-face • Changed the myth by being the Obam a Idea • Hope of better future and need for change • Involving citizens by the way of donors and helpers in campaigns resulted in religious supporters • Stress on Americanism • Early voting Symbols • Imaginative campaign logo • Obama crest • Symbol of recovery Government 8.From the above values. features and activations of Barack Obama and his team. characteristics.

16. 14. Position distinctly the underlying message every client wants to deliver to the target audience. a book or something unimaginable. 13. Focus on saying things in a memorable way. 10. Survey employees to find out what they liked and disliked about the company. 19. This would enable cross pollination to happen between departments and know exactly what the other department does. creating messages. Empower staffers and motivate them to do their best work. 15. Every employee who begins new work to be assigned a Sensei. Action oriented delivery style. Focusing on deadlines from the start and do whatever is humanly possible to meet them. 38 . Strong and resilient work culture. 7. Treating suppliers or any other stakeholder of the organisation like fellow employees. 2. 18. Engage audiences. Appraisal system should be customised as per teams. Adapt to clients needs and the culture. 5. 11. 4. meetings or emails to be sent relating to work if the work is not getting done. Focus on doing things. that people welcome and even seek out.From our study above with organisations and personalities. 6. and non hierarchical with a front foot approach to employees. often in unexpected places. Advertising defined is anything that would make clients famous. Uniqueness in the work done. 12. 9. An idea to be judged solely by its merit as good ideas can come from anywhere. 3. 360 degree integration of an idea. an event on the street. Open and observant to what’s happening in and around the environment and learnt to understand what ticks people. 17. the following were our best learnings: 1. Informal. Using any mode of media to convey a message ranging from an online film. from any person in any department at any level. 8. No talks. 20. Sensei to be selected based on his or her knowledge of the culture of the organisation and belongs to a different department than the employees of the current department. flexible.

28. Faith. Connect with anyone. products. 36. Simplicity. 35. The hierarchy of the organisation to be small in order to maintain effective communication and sharing of ideas become easier which is the core value of Google.g. Google. 22. Empathy. Truth. GS&P Advertise anything that makes client famous E. Positive Attitude. 25. The employees to have opportunity to devote 20% of their work time devoted to pursue personal interests or hobbies. Induction should be made a part of the training module. THE SYNTHESIS OF OUR LEARNING THROUGH MIND MAPPING Sensei or a mentor from another team to enable cross pollination E. 33.21. A healthy work environment to lead to productivity and happiness. A platform to share whatever information one may want. CP+B Adopting to client needs & culture E. Treating all stakeholders as employees E. 30. CP+B 39 Transparent E. and services that inspire people to make a positive impact on their communities and build relationships. Transparent work culture. CP+B treats all its suppliers as employees 9. 23. 31. 27. 24. Commitment to innovation to depend on everyone being comfortable sharing ideas and opinions. 26. 32. 29. Empowering users and employees through programs.g. 34. Non-violence.g. All employees can talk to one another irrespective of the hierarchy .g. Vegetarianism.g.

Twitter N=1 E.g. At Google commitment in Meritocracy innovation is E. Yahoo which E. Creative organization of the future Appraisals should not be standard E. handover of day to day activities to their creative team Positive Attitude E. events are under one roof. PPTs cannot substitute for the work to be done. Obama Focus on delivery E.g.g. share ideas irrespective of the place and hierarchy it comes from. In Yahoo.g. Yahoo E. CP+B Finding out what Customer employees like and centric dislike Eg.g. PR. CP+B Persistent E. In O & M. Google allocates 20%of work time of employees to pursue their hobbies Goal Oriented E. rural advertising.g. Mahatma Gandhi Influencer E. Yahoo KEY Culture Processes Values Features 10. CP+B. they create products which inspires communities to have positive impact on communities Action oriented approach E.g. digital.g.g.g.g. Sumanto of O&M uses the result oriented style Disciplined E.g.g. Work done is custom made Distinct delivery of underlying message E. CP+B. O & M: “Baby ki Mundi Kaato” Workshop Environment Scanning E. O & M’s Piyush Pandey Improving the functionality and usability o the product E. Mahatma Gandhi Non stagnating environment E.g. Mahatma Gandhi Strong and resilient work culture E. Google’s allocation of resources as per the activity Flexitime E. Yahoo Change the way people communicate E.g. Obama Simplicity E. O&M encourages employees to do what they like. Google hierarchical E. in 1999 resulted in a wide range of streamlined approach software to new business Informal. O & M’s drive for excellence in creativity Truth E. THE CONSTITUTION OF THE CREATIVE ORGANISATION OF THE FUTURE 40 . Reward employees at every step flexible and non E.g.g. Twitter Empathy E.g.g.g. O & M.g. CP+B focuses on the deadlines to be met Small Hierarchy E. New employees are inducted on organization culture Resource allocation as per activities E. CP+B.g. O&M Deterministic E. DM.g. Google uses small hierarchy for effective communication Definition of good meeting is meeting which ends with clear understanding of actions to be taken E. CP+B Empowering staff E.g.g.g. Mahatma Gandhi Creativity E. 360 degree integration of an idea which suits the customer requirements E.g. Focusing on the things to be said in a memorable way CB+B: Dominos campaign of “Have It Your Way!!!” Involve more and more people E.g. Measured only on creative work done by employees Induction as a part of training module E.g. GS&P. Mahatma Gandhi Open work culture E. O & M.g. ONM. Google Empowering employees E.g. O & M Creating products which brings all stakeholders on one platform Dynamic E.g.Self Actualization E.g. Surveys offers speedy conducted by GS&P search results.g.g. Google. An idea to be being able to solely judge by its merit.g.g.g. Obama Leadership style of the department head E.

Persistency to reach the desired goal and optimism.A step towards innovation will help an organisation grow. our attempt was to embed the key findings to create an organisation of the future in the form of a constitution. The organisation should enable an open work culture. 41 . The constitution proposed by us as given below is our recommendation on constructively creating the “The Creative Organisation of the Future” and thus applies to the organisation as a whole. Transparency to enable one platform of communication with each and every employee. the values of: Customer centricity in order to adapt to clients needs and culture. processes. Inculcating in the organisation. The constitution we frame will enable us to include the features. To inculcate discipline as a way of life. Our Proposed Constitution: We resolve to creatively construct the organisation of the future and To secure to all its employees the right to equality and empowerment. Being simplistic in nature and Induce integrity in the organisation. values and the culture of a creative organisation of the future. Through our research in the most creative organisations and people. And provide common platforms for all the stakeholders. Resilience to adapt to the changing environment. And treat all of them (stakeholders) as employees and ensure their satisfaction to the maximum possible extent.

Meritocracy should be guaranteed when it comes to judging of an idea. 11. The organisation should envision creating products which inspire communities to have positive impact on them. We can also conclude that Productive organisations and personalities are universal. And thus good meetings should be defined with a clear understanding of the actions to be taken. In our research. 12. It has helped us to learn the fact that the best practices may not necessarily be present in the organisations which belong to the same sector. Values of organisations and personalities are universal. This research makes us think of a different approach to constructively creating an organisation of the people. we picked up the best practices from organisation of the same and different sectors as well as from personalities. Time should be utilized at its optimum capacity. by the people and for the people. irrespective of the place and hierarchy it comes from. THE CONCLUSION This research helped me to look at an organisation from a perspective away from the theory taught to us in books. REFERENCES 42 . The limitation to our research was the primary research that we were able to conduct in only two companies out of the seven companies we studied in detail.

yahoo.php http://en.com/info/ http://en.goodbysilverstein.org/ i) Book: The New Age of Innovation by C.docs.com h) About Mahatama Gandhi www.com/#cpb b) About Goodby Silverstein & Partners www.K.facebook.wikipedia.docs.google.yahoo.com c) About Google news.org/wiki/Twitter http://twitter.com/hr/ http://in.com/intl/en/about_google_news.about.com/about g) About Obama obama-zone.org/wiki/Yahoo e) About Facebook http://www. http://in.html google.com d) About Yahoo Inc.wikipedia.a) About Crispin Porter Bogusky (CP+B) http://cpbgroup. Prahalad 43 .wikipedia.org/wiki/Facebook f) About Twitter http://en.com/principles.mkgandhi.

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