Jenny Chan 陳詠欣
Jan 12, 2015

Too much structure obstructs: Ogilvy's Reitermann

SHANGHAI - Ogilvy & Mather's scale has led many employees to liken working there to being a cog in a wheel. Having been promoted to China CEO in September, Chris Reitermann delivers an update on how he has tried to change the agency's discipline-centric structure into client-specific teams, and weighed the advantages of being a "modern elephant".

wide player in 16:9 format. Used on article page for Campaign.

In the past, big retainer relationships meant "you’re basically paid to be there", he said. Now, the agency is moving on to project-based or performance-based relationships which are "actually good" to really deliver value for clients.

Reitermann still believes in a discipline-centric structure, but feels that disciplines exist more to provide functional expertise to support client teams, and not the other way around, because in many agencies, "structure gets in the way of doing the right things" for clients.

Watch the video for the full interview.

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