Leo Burnett case study

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Leo Burnett case study

  1. 1. The case study
  2. 2. Introduction Issues Optio ns Recom mendations SUCCEED FA Should Carmichael maintain centralized IL control over the Canadian side of her team? Working across borders in virtual teams | 03/07/2013 | N. S. Abeysekera, G. Fujimoto, C.
  3. 3. Organizational and process issues Issues Optio ns Recom mendations • Scattered reporting structure : formal or informal ? • No equal footing between London and satellite teams • Numerous personnel changes in the Forever Young team at a crucial time Working across borders in virtual teams | 03/07/2013 | N. S. Abeysekera, G. Fujimoto, C.
  4. 4. Communication issues Issues Optio ns Recom mendations • Lack of communication on creative works between London and Toronto teams • Limited communication routes between London HQ and the satellite teams • No regular communication between the Canadian and Tawainese teams Working across borders in virtual teams | 03/07/2013 | N. S. Abeysekera, G. Fujimoto, C.
  5. 5. Functional issues Issues Optio ns Recom mendations • No coordinated budget for the Canadian team • Failure of the first national launch in Canada • Tight schedule till the launch of the product Working across borders in virtual teams | 03/07/2013 | N. S. Abeysekera, G. Fujimoto, C.
  6. 6. Identification of 3 solutions Issues Remain centralized • London and Toronto members need to re-build their relationships and remain in the present strategy Optio ns Decentralize the team • London and Toronto will perform as individual groups • The Canadian team leader should be carefully selected Recom mendations Create a virtual global team • HQ based in the US, but composed of the original UK team members Working across borders in virtual teams | 03/07/2013 | N. S. Abeysekera, G. Fujimoto, C.
  7. 7. Decentralize the Canadian team Issues Reasons Optio ns Ideas • The Canadian team knows the local market better and has a creative idea • Using the same approach as the Taiwan team could be successful • Few financial means and few time left • Let Powell lead the Canadian team • Hire temporary Tanya Yang from Taiwanese team as a 6th member • Do not postpone the global rollout Recom mendations Working across borders in virtual teams | 03/07/2013 | N. S. Abeysekera, G. Fujimoto, C.
  8. 8. Execution plan Re-kickoff Face-to-face meeting Issues Frequent videoconference Optio ns LB’s Tara Powell Team Recom mendations OBC’s team Implementation of Taiwanese success and a creative idea Tanya Yang Alexis Jacobs Shirley Watson Copy writer Copy writer Global rollout without delay and budgets over Working across borders in virtual teams | 03/07/2013 | N. S. Abeysekera, G. Fujimoto, C.
  9. 9. 1. ISSUES • ISSUES in helicopter view Organizational Issues 1. The responsibility of local offices only for local “below the line” 2. Issue of giving priority: members involving in several projects at the same time 3. Lack of opportunity for the team members to involve in creation activities 4. Formal Supervisor vs. Informal Supervisor 5. Numerous personnel changes in the Forever Young team
  10. 10. 1. ISSUES • ISSUES in helicopter view Communication Issues 1. No communication on creative works between U.K. team and Toronto team, which is isolated 2. Communication Gap b/n Toronto LB team and U.K. teamexample explaining the 3 panel, folded piece 3. No direct reports to Carmichael from Davids and Lee (only from Forin, Manning, and Jones) 4. No videoconference meetings between Toronto and U.K. team 5. Even though Carmichael had orchestrated frequent face-toface meetings, the communication had become more formal
  11. 11. 1. ISSUES • ISSUES in helicopter view Functional Issues 1. Failure of the national launch due to the discrepancy between the pre-test launch test in British Columbia and national launch 2. Tight schedule till the launch 3. Strong competition among advertising agencies for OBC 4. Rapid growth of market the age of 50 5. First foray into premium priced skin care for OBC 6. The separation of OBC’s budget to Web site development 7. Over the estimated budget

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