Archive for November, 2012

DDB Case Study

DDB Case Study

DDB industries is clearly an unusual example of business approach. Non-standard ways of creating working area, setting goals and achieving them makes ВВD stand out against most companies of its sphere, not to mention companies from less creative types of business.

It is not an easy task to analyse DDB’s approach in human motivation in terms of certain theories (for a theory is often a strict set of views and ideas, while a working process is rather a living organism that is highly flexible). Still, let us take a look at David c McClelland’s motivational needs theory and try to see how DDB’s top management uses this theories concepts in motivation employees. McClelland’s idea of motivation consisted of three main drivers: the need for power, achievement, and affiliation – each influencing different types of employees in a different way. By hiring “recruiting and retaining high-potential individuals”, the DDB management automatically receives workers with a need for achievement. While setting self-managed teams that work on certain projects, they achieve the “affiliation” factor, and the team leaders that are chosen by the team satisfy their need for power. In fact, all group members have an opportunity to work on several projects and have an opportunity for Job enlargement, job enrichment, job rotation and other motivational tools – the things most workers from other industries may only dream of. The idea of sharing the income by dividing a “pot of money” according to each member’s contribution is another motivation that manages the level of motivation and responsibility among the members of the working units. Read more…