Leo Burnett case study

The

case study

Working across borders in virtual teams | 03/07/2013 | N. S. Abeysekera, G. Fujimoto, C. Jarrossay, C. Martin

Issues

Options

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Introduction

Should Carmichael maintain centralized control over the Canadian side of her team?

Issues

SUCCEED FAIL


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Organizational and process issues

• 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

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Issues

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Communication issues

• 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

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Issues

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Functional issues

• No coordinated budget for the Canadian team

• Failure of the first national launch in Canada

• Tight schedule till the launch of the product

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Issues

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Identification of 3 solutions

Options

• London and Toronto members need to re-build their relationships and remain in the present strategy

Remain centralized

• London and Toronto will perform as individual groups

• The Canadian team leader should be carefully selected

Decentralize the team

• HQ based in the US, but composed of the original UK team members

Create a virtual global team


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Decentralize the Canadian team

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Reasons

• 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

Ideas

• Let Powell lead the Canadian team• Hire temporary Tanya Yang from Taiwanese team

as a 6th member• Do not postpone the global rollout


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Execution plan

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Tara Powell

Alexis Jacobs

Shirley Watson

Copy writer

Copy writer

Tanya Yang

Re-kickoff Face-to-face meeting

OBC’steam

Frequent videoconference

Implementation of Taiwanese success and a creative idea

Global rollout without delay and

budgets over

LB’sTeam

• ISSUES in helicopter view1. ISSUES

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

1. ISSUES

Communication Issues

• ISSUES in helicopter view

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. team- example 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-to-face meetings, the communication had become more formal

1. ISSUES

Functional Issues

• ISSUES in helicopter view

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

Leo Burnett case study

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