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Case | HBS Case Collection | June 2016

Big Spaceship: The Evolving Agency

by Boris Groysberg and Matthew G. Preble

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Abstract

This case discusses the evolution of Big Spaceship, an advertising and marketing agency, from a product-focused business to a relationship-oriented one as clients seek deeper and more meaningful long-term partnerships. The 15-year-old company had already evolved multiple times over its history as new technological platforms and services emerged to change the way people communicated and received information, and as the broader advertising industry changed. New and more aggressive competitors were emerging, and the industry was quickly consolidating. Big Spaceship had adjusted its strategy, organizational structure, and human capital accordingly. The company’s founder and CEO, Michael Lebowitz, now wondered what he needed to do to keep his company competitive in the years to come. Had he found the right way to organize his people and structure the organization following the transition from project-based to relationship-based work, or were further changes necessary? How could he keep people engaged as the nature of the work evolved in some instances to become more predictable? What new systems and processes were needed to ensure a steady output of high quality work? Lebowitz was proud that the organization had retained a distinctly different feel from, and approach to work than, traditional advertising agencies, and Lebowitz and his colleagues wanted to maintain these intangible elements as the company evolved. But was this incompatible with his business goals?

Keywords: advertising; digital marketing; social media; Advertising; Advertising Campaigns; Marketing; Organizational Structure; Organizational Design; Organizational Culture; Organizational Change and Adaptation; Advertising Industry; United States; New York (city, NY);

Language: English Format: Print 26 pages EducatorsPurchase

Citation:

Groysberg, Boris, and Matthew G. Preble. "Big Spaceship: The Evolving Agency." Harvard Business School Case 416-003, June 2016.

Related Work

  1. Supplement | HBS Case Collection | May 2017

    Big Spaceship: The Evolving Agency--Video Supplement

    Boris Groysberg and Matthew G. Preble

    Citation:

    Groysberg, Boris, and Matthew G. Preble. "Big Spaceship: The Evolving Agency--Video Supplement." Harvard Business School Multimedia/Video Supplement 417-708, May 2017.  View Details
    CiteView DetailsPurchase Related

About the Author

Photo
Boris Groysberg
Richard P. Chapman Professor of Business Administration
Organizational Behavior

View Profile »
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More from the Author

  • Case | HBS Case Collection | February 2019 (Revised December 2019)

    ThirdLove

    Jeffrey F. Rayport and Matthew G. Preble

    Keywords: Cohort Behavior; Customer Acquisition Cost (CAC); Lifetime Value (LTV);

    Citation:

    Rayport, Jeffrey F., and Matthew G. Preble. "ThirdLove." Harvard Business School Case 819-061, February 2019. (Revised December 2019.)  View Details
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  • Case | HBS Case Collection | October 2019 (Revised December 2019)

    Swizz Beatz

    Boris Groysberg, Annelena Lobb and Sarah Mehta

    This case explores the life and career of rapper and music producer Swizz Beatz. Set in 2019, it covers the evolution of Swizz’s musical career and his new venture into the commercial art market.

    Keywords: Entertainment; Music Entertainment; Television Entertainment; Entrepreneurship; Entertainment and Recreation Industry; Fine Arts Industry; Music Industry; United States;

    Citation:

    Groysberg, Boris, Annelena Lobb, and Sarah Mehta. "Swizz Beatz." Harvard Business School Case 420-034, October 2019. (Revised December 2019.)  View Details
    CiteView DetailsEducators Related
  • Case | HBS Case Collection | October 2019 (Revised December 2019)

    Swizz Beatz and Alicia Keys: A Power Couple

    Boris Groysberg, Annelena Lobb and Sarah Mehta

    Set in 2018, this case follows married couple and music industry titans Swizz Beatz and Alicia Keys as they consider how best to use their platforms to achieve their goals. Since achieving professional success in the music industry early in their lives, Swizz and Keys had explored many different personal and professional pursuits. Swizz was particularly interested in the arts and had launched an initiative aimed at supporting emerging visual artists of color. Keys had taken on acting roles, written a children’s book, and had become an increasingly vocal advocate for social justice causes. Anchoring their professional work, Swizz and Keys had built a loving family rooted in communication and mutual respect. As one of the music industry’s most recognizable power couples, Swizz and Keys now considered how they might use their joint platform to continue to drive positive change for artists and creators of all stripes.

    Citation:

    Groysberg, Boris, Annelena Lobb, and Sarah Mehta. "Swizz Beatz and Alicia Keys: A Power Couple." Harvard Business School Case 420-035, October 2019. (Revised December 2019.)  View Details
    CiteView DetailsEducators Related
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