Case Study: Amelia Rogers at

Tassani Communications
Group E13
Monil Dave -2111181
Himani Chhabra - 2111114
Avinandan Roy - 2111059
Jaggarapu Sushma Sri - 2111121
Vaibhav Singh - 2111311
Yadav Vishal Mahendra - 2111323
 Background of Tassani Communications

• Integrated marketing communication company

• Providing advertising, marketing, sales promotion, graphic design to each client
• Flat structure
• Creativity was the heart of the business
• Sally Tassani hired Jim Paglia to help her booming business
• Tassani named women entrepreneur of the year 1990
• Economic crisis: number of layoffs and client budgets dwindled
 CEO/President CEO Executive VP
Sally Tassani Jim Paglia
Organisational
Chart

Business Human Office

Operations Accounting
Developer Resource Management

Creative Director Account Dir. Amelia

(Dave Burns) Rogers

Media Dir.
P.R. Dir. Acc. Ex. Mary
Stewart
Design Dir.

Art Dir. Account Dir.

Copy writer Ass. Acc. Exe.

Copy Writer

Admin Asst.
Art Dir.
 Amelia Rogers

• Interviewed and selected by Jim Paglia

• Account Manager
• Handling various accounts and straight forward
• Rigid and tough to convince
• Differences between Dave Burns
 Muffler World Account

• Muffler World, was a nationwide automotive service chain and was looking
for new agency to manage Chicago Area
• Tassani won the Muffler account, after several presentations
• Amelia Rogers was given the account of Muffler World despite of that she
was overloaded and she was lacking experience in related field
• Jim Paglia showed trust on her for the project
 Dave Burns and the Creative Perspective

• Creative Director and was managing two teams

• Barns task was to get the client to consider some of the daring ideas rather
than “playing it safe” attitude
• Defends his teams from “outside world”
• According to Rogers, Muffler Account had tremendous strain, and they were
needed to create strong relationship with Burns Team
 F.S.I Development

• Mufflers first assignment: to do a free standing insert for a new rust resistant
muffler called “Rust No More”
• Burns, his team, Rogers and Johnson met for a review on three layouts
• Jonson liked the idea but his boss was not convinced
• Jonson advised Rogers and Barns to start work on their original layouts and
time was critical factor now
 The Telephone Call

• Rogers received a call from Johnson and said that Burns had called him
twice that day regarding the “Rush No More” Project
• And also said that he didn’t want to talk to him
• Rogers was in dilemma, as she should inform Paglia about it or not as Barns
was not supposed to talk to client directly
Thank You