Brubaker Case the Situation Revolves

Brubaker Case

The situation revolves around a number of stakeholders at an advertising agency, Brisbane Advertising Louisville (BAL). The local BAL manager is Cass, a real southern "good old boy," in style and demeanor. The chief account executive is Frank Kirby, who recently landed a very important account with Bill Brubaker, candidate for the U.S. Senate. Cass is happy about the account, but brings in Jean, an assistant to help Frank, without Frank's knowledge. Frank is understandably conferenced, primarily because Cass does not communicate well regarding his plans or the roles Jean and Frank should take. The lack of communication erupts during a lunch surrounding a taping for a radio advertisement, and results in Jean expressing a diverse opinion to the client without Cass or Frank's knowledge. This so irritates Frank that he take steps to leave BAL.

Analysis -- Each player has a different view of the situation, different information, and a different perspective, even though all are stakeholders:

Stakeholder

Point-of-View

Analysis

Cass -- Manager BAL Louisville

Asked home office to send Jean down to help and because of her expertise.

Assumes a lax role and does not feel that communication is necessary -- everyone's a team, everyone should get along, the big picture is what matters.

Frank -- Account Executive for BAL Louisville

Typically works alone on account, resents another player, resents lack of communication about roles and responsibilities.

Understandably upset at the lack of communication and what feels like an "end play," with bringing someone else in on the account.

Jean -- Account Executive from BAL Home Office

Was given a task by home office to prove herself, and is caught in the middle.

Has no choice but to perform the best she can, her Home Office boss will be watching.

Doug -- Cass' Manager from Home Office

Approved Jean's help in the situation, but is rather unaware that the communication style is so lax.

Is not likely aware of all the communication difficulties; assumes Cass is communicating to both Jean and Frank.

Bill Brubaker (client)

Had confidence in the firm, but was likely blindsided by Jean's remarks at the table.

Has to assume that he is paying for the best possible support and expertise.

Recommendations

Stakeholder

Recommendation

Cass

Change management style to ensure that his vision is communicated throughout the organization, particularly to those in which he trusts (managers) to handle high profile accounts. This communication could be oral or written, but if he has a plan, which it appears that he did, he did not communicate it to Frank appropriately, thus leaving Jean in a discomfiting positions. It is also clear that he does not regularly communicate the individual employee's value - or work to provide a servant leadership or team building atmosphere. His style of "assumption" proves to be problematical; he also should have involved Frank more in picking up Jean from the airport, reviewing the account, and sending the message that Frank was in charge. Cass needs to understand that his role would be better served as a servant leader -- making it easier for his employees to succeed.

Frank

Frank should have requested a meeting with Cass once he found out about Jean. At this meeting, roles, responsibilities, strategies and tactics should have been communicated. Once Jean arrived, Cass should have taken the lead to help Jean understand that Frank was the lead, she was assisting. Had this happened, then procedures would be in place to circumvent Frank's feelings of betrayal and anger.

Jean

Jean had a hard position -- she had three bosses (client, Frank, and Home Office). Her role was never clarified, but she should not have waited until a luncheon during a taping process to spurt out that the ads were "boring." Instead, she should have voiced her concerns with Frank and Cass long before any taping session. Her outburst at lunch shows immaturity and lack of finesse.

Doug

Doug needs to be more hands on with Cass, at least in figuring out the communication issue. He had a red flag at the lunch, but instead simply tells Cass to communicate how pleased he was with Frank and Jean.