Leo Burnett Company Ltd.: Marketing Strategy for “Forever Young” Presented to: Leo Burnett Toronto‚ Canada Presented by: Janet Carmichael July 2001 Table of Contents Executive Summary 2 Introduction 3 Background 3 Problem Statement 4 Analysis 4 Internal Analysis 4 External Analysis 5 2 Criteria 5 Alternative Selection and Evaluation 6 Recommendation and Implementation 9 Short Term Implementation 9 Long Term Implementation 10 Risk Mitigation 10 Exhibits 11 Exhibit 1:
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LEO BURNETT CASE SUMMARY Leo Burnett Company‚ founded in Chicago in 1935‚ was one of North America’s premier advertising agencies. It had created numerous well-known brand icons‚ including The Marlboro Man‚ Kellogg’s Tony the Tiger‚ and the Pillsbury Dough Boy. This case talks about LB’s current strained relationship with its client Ontann Beauty Care (OBC). LB was hired by OBC to launch its new “Forever Young” product line. 1. Assuming the role of an LB employee: As a full-service agency‚ LB
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time zones. In this scenario‚ companies are forced to make virtual teams - which are comprised of members who are located in more than one physical location (Peters and Manz‚ 2007). This virtual team trait has fostered extensive use of a variety of forms of computer-mediated communication that enable geographically dispersed members to coordinate their individual effort and inputs (Attaran‚ 2002). In addition‚ commitment to a virtual team goal may be further complicated by the single or coherent line
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Leo Burnett Company LTD Leo Burnett is an advertising agency that was founded in 1935 in Chicago. One of their clients is Ontann Beauty Care (OBC)‚ which is a leading global manufacturer of health and beauty care products. OBC has been awarding Leo Burnett’s (LB) its business for many years. OBC has been a client of LB’s Toronto and London offices since 1958 and mid-1970‚ respectively. OBC has centralized its global marketing campaign for a given brand and creates the communication materials as
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Biography Born in St. Johns‚ Michigan‚ his parents were Noble and Rose Clark Burnett. His father ran a dry goods store and as a youth‚ Burnett worked with his father in the store. He grew up watching his father designing ads to promote his business. During high school‚ he worked as a reporter for a local‚ rural newspaper in the summers.[5] After high school he went to study journalism at the University of Michigan and received his Bachelor’s degree in 1914. His first job was as a reporter at the Peoria
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Leo Burnett Company- Virtual Team Management Discussion Questions 1. Assume the role of an LB (Traditional) Employee a. Describe your everyday work environment (i.e: think about/discuss how would fill your day‚ what office environment would be‚ what would determine your work priorities and the nature of your relationship with your colleagues and your client. -lot of face to face contact by being on 2 to 3 teams and reporting to multiple people -20 to 30 yr olds‚ 60 hour work weeks‚ late
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branding strategies and promotional activities for its clients‚ for the example of Leo Burnett. Leo Burnett is Malaysia’s leading international advertising agencies through about 95 offices in almost 85 countries‚ is owned by advertising conglomerate Publicis (leoburnett.com‚ 2013). It also helped create some of the top consumer brands such as Kellogg’s Frosted Flakes cereal and Tony the Tiger icon. The clients of Leo Burnett are Maybank‚ Petronas‚ Hotlink‚ Maxis‚ Taylors’ college‚ Marlboro and so on
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1. Presentation and development Local representative of the worldwide communications group Leo Burnett‚ Leo Burnett & Target Romania is a full-service advertising agency which offers superior advertising services to build icon brands on the east-european market. With 78 employees‚ Leo Burnett was founded in 1994 and is now the second advertising player in the region in terms of turnover (13 million Euro) and third in terms of profit (700.000 Euro). It has been enjoying a period of sustained growth
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Overview Founder of the company‚ Leo Burnett set the business philosophy of the company by saying‚ “Our primary fu nction in life is to produce the best advertising in the world‚ bar none … This is to be advertising so interrupting‚ so daring‚ so fresh‚ so engaging‚ so human‚ so believable and so well-focused as to themes and ideas that at one and the same time‚ it builds a quality reputation for the long haul as it produces sales for the immediate present.” Leo Burnett Worldwide still holds to this
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Teams are the typical building blocks of an organization: They provide companies with the means to combine the various skills‚ talents and perspectives of a group of individuals to achieve goals. While a virtual team has many advantages over a physical one‚ it is far from perfect. Today‚ most of the documentation which is available on teams focuses on the traditional team‚ the group of people that work together in a co- location with the goal of finishing a specific project. Virtual teams are
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