Leo Burnett Case Study

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Globalisation has led to many changes in the international marketing and global advertising industry. Many international companies have projects spanning a variety of nationalities, involving great geographical distances and a range of 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 of…show more content…
3) What are some of the difficulties that the Forever Young global advertising and communication team faced throughout the launch process? To what do you attribute these difficulties? The mission of the Forever Young global team was to prepare for OBC’s successful new product launch in the markets of Taiwan (Taipei) and Canada (Toronto). The two satellite teams were created by LB for this purpose and centralised their control at the global office at London. The London global office supplied the global template creative and satellite teams were required to localise their materials with the same context of global template. The Taipei virtual teams made all the materials including traditional and non-traditional products and communicated frequently with their London global office. The coordination of the Taipei and London teams was commendable and succeeded in making the launch a big triumph and made a success of the virtual team. The story was different for the Toronto team. In principle; LB had decided to make the traditional advertising materials (TV and print advertisement) in the London office and the non-traditional material in the Toronto office. The division of work for the same project within the teams – especially for virtual teams - made the task really complex and the need for synthesising both teams’ ideas

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