1. Analyze Aquarius with respect to the five contextual variables. How would you describe the environment, goals, culture, size, and technology for Aquarius?
According to the case, the environment of Aquarius Advertising Agency is not very stable, which is mainly because other agency specialists avoiding the Account Executives. The goals of Aquarius Advertising Agency are to be creative, imaginative, resourceful but yet unique and to please their customers, and do it better than any other companies can and possibly gain more customers. Today, the culture is changed every day, so the turnover that Aquarius has experienced is a fact of the fast-changing trend; researchers must find better ways to present thoughts that customers would like to accept. The technology is mainly non-routine, because of the emphasis on originality and art.

2. Design a new organization structure that takes into consideration the contextual variables in the case and the information flows.
As I see it, the mixture form of structure would be one specific possibility, with account executives reporting to customer group vice-presidents, and most functional departments such as research, media, merchandising, copy department and art department reporting to each of the account executives. The functional heads that would still report directly to the president would probably be legal counsel, finance, and personnel. The structure matches the uncertainty of the environment, and would enable the organization to allow for unit or customer-driven adaptation to changes. There is high coordination across functions relative to any given customer's account, necessary for the projects being designed.

3. Would a matrix structure be feasible for Aquarius? Why or why not?
In my opinion, a matrix structure would be suitable to a medium-sized firm like Aquarius. A matrix structure should be feasible because there are less people involved, and to ensure that every employee is doing their work well. Besides, since the re-organization of this company is intended to raise flexibility and collaboration among the agency’s specialist, the matrix structure would be suitable. For every project, the agency will form a group that will be responsible in pleasing the customer’s demands. The group would also be responsible in coming up with ideas that would capture the customer’s trust in the company. The research specialist will be the one to look into what the project needs to be better than other agencies; the art specialist will be the one to give actualization to ideas given by the creative personnel.