Advertising and Virtual Team
C11AI1 APPLIED INTERNATIONAL MARKETING 2013
Case Study Assignment: Assessment = 25%
Brief – Leo Burnett Company Ltd: Virtual Team Management
This briefing note accompanies the case IVEY 9B03M052 – The Leo Burnett Company Ltd.: Virtual Team Management. The case tracks 2.5 years in the development of a virtual team. The team’s members include employees of a global manufacturer of health and beauty products (OBC) and employees of an advertising agency (Leo Burnett) in three countries (England, Taiwan and Canada).
Case Overview
The decision-maker in this case is Janet Carmichael, global account director at The Leo Burnett Company (LB) in London, England. LB is a global advertising agency based in New York, and the London office is the regional hub for all of Europe, the Middle East and Africa.
Carmichael oversees the brands of one of the agency’s top three clients. OBC – a leading global manufacturer of health and beauty care products (the client’s company and product names have been disguised).
This client has just launched a new line of skin care products (under the brand name “Forever Young”) into the Canadian test market, in preparation for a global rollout. A global virtual team has worked on this brand under Carmichael’s leadership. Both the client and the agency have teams in London (the Global Brand Centre) and in each of the test markets, Canada and Taiwan. The teams have relied heavily on a variety of technologies for communication over the course of the year and a half that they spent in preparation for the brand launch.
Normally, once a brand has launched, it is customary for the Global Brand Centre to turn over the responsibility for the brand and future campaigns to the local market offices. In this case, however, the Canadian brand launch was not successful, and Carmichael must decide whether or not she should proceed with the expected decision to modify the virtual team structure to give the Canadian team more autonomy or
Case Study Assignment: Assessment = 25%
Brief – Leo Burnett Company Ltd: Virtual Team Management
This briefing note accompanies the case IVEY 9B03M052 – The Leo Burnett Company Ltd.: Virtual Team Management. The case tracks 2.5 years in the development of a virtual team. The team’s members include employees of a global manufacturer of health and beauty products (OBC) and employees of an advertising agency (Leo Burnett) in three countries (England, Taiwan and Canada).
Case Overview
The decision-maker in this case is Janet Carmichael, global account director at The Leo Burnett Company (LB) in London, England. LB is a global advertising agency based in New York, and the London office is the regional hub for all of Europe, the Middle East and Africa.
Carmichael oversees the brands of one of the agency’s top three clients. OBC – a leading global manufacturer of health and beauty care products (the client’s company and product names have been disguised).
This client has just launched a new line of skin care products (under the brand name “Forever Young”) into the Canadian test market, in preparation for a global rollout. A global virtual team has worked on this brand under Carmichael’s leadership. Both the client and the agency have teams in London (the Global Brand Centre) and in each of the test markets, Canada and Taiwan. The teams have relied heavily on a variety of technologies for communication over the course of the year and a half that they spent in preparation for the brand launch.
Normally, once a brand has launched, it is customary for the Global Brand Centre to turn over the responsibility for the brand and future campaigns to the local market offices. In this case, however, the Canadian brand launch was not successful, and Carmichael must decide whether or not she should proceed with the expected decision to modify the virtual team structure to give the Canadian team more autonomy or