Read the Leo Burnett: Virtual Team Management case

please respond to the following prompt:

1. Assume the role of an LB employee.
2. (a) What is your everyday work environment like (assume this would normally involve face-to-face teams)? Specifically, consider how you would fill your day, what the office environment would be, what would determine your work priorities, and the nature of your relationship with your colleagues and your client(s). (b) How is this different from your role as part of the Forever Young virtual team?
3. What are some of the difficulties that the Forever Young global advertising and communications team faced throughout the launch process? To what do you attribute these difficulties?
4. As Janet Carmichael, do you now decentralize the team? Why or why not?

1. Introduction Leo Burnett Company was a North American company that was founded in 1915 in Chicago and is one of North America's premier vertising agencies. The company created many fatto bandi. L. is an international compay that has offices in 4 markets and 9000 employees working for the company. They have a multidisciplinary team that is special edition services. Their workforce Malesis of young employees who work efficiently for how werky is our case.co lumett is working with one of the largest and most important clients, Ostan Beauty Case, to launch a new line of skin care products Forever Yourite Culian and Thiwanese test markets in preparation for a global roku. With the quality of the creative product Leo Burnett had shays tried to build lasting cusmer affinity for the funds. In this cewever, the band and was of Canadian market and on the other side it was successfully launched on Taiwanese market The problem anses when results from Canadian market wee below action standards and Teams come and the samdytics have broken down in seconds and the relationships we trained. Further complicating mattinare a muner of client and pency staffing changes that could condive the stability of the team the agency client relationship, as well as bulget problems faced because of extra staff involved in project 2. Company Background Leo Burnets al company in advertising has managed to leave a mark within substantial work for many companies. This success has helped them expand in other markets and countries, and also grow internally though merges and acquisitions. Their work has been recognized from many prestigious awards, which has led to new clients. Their business includes a whole range of advertising products and services through professional and creative staff. This company is working based on the philophy that we should have belief in the bands that presents they want the buyers of the product to have an action for that brand LB bal special team working for each brand and their team cont of memben with specialized services for the brand that they worked. Each team had two lines of reporting Sormal and informal reporting lines. The team formally reports o supervisor of the home department, and informally to the project team leader, hachis wally the account director or vice president of client services. The supervisors of the home department willy responsible for performance in and signing and managing the employee's workload, whereas the team leader is responsable to manage the whole project, to relationship with clients, and to ensure that cliente satisfied with projects progress. The Leo Burnett Company LTD| Virtual Team Management B's main client and the client in this meis a la care product.com Ontar Beauty Care, which operates through a centralized global com that defines the global Strategy for every product and define the communication templates for the local market to follow. Then the local office had the autonomy to adapt these comunication elements to the local markets and to develop below the line materials. However, the global team lead the power to control the development and the production of the communication materials that the local offices produced LB in onder to maintain good relationship with OC decided to centralize the decision making by assigning the UK the ultimate power in making global decision for the whole process for developing the new OBC brand Forever Young As the leader of the UK Sum which was a global team, was appointed Jan Chemichael boce she was familiar with OIC business and had bil excellent relationship with the skin care client group OBC's decision was to fach the product in the markets as initial test for its success, and these markets were Canada and Twwwwhich kap communicating with the global team og satellites and online For this assigment the global scam produced creative templatesch as design of the ad and communication materials for the brand and then they do stellte team so that they ape them for the local market. This happened with the Taipei toom because they received templates and stated them to the local market, but this did not happened with Tronto com The London team end the actual design of the ad and the communication materials, and not let Tante cam change ithutin responsave them on todece below the me The London cam send the actual design of the and the communication material and not let Tronto com change it, but in responsave them only to produce how the line ch as the Website 4 of 7 5. Problem While the Taiwan tram followed the traditional concept in to the guest broke from this traditional fomut. The slobal LB scam in UK would produce English TV commercial and print ads to be wet in the Casadin market. The L. com in Torontowald design and produce direct marketing and White materials, or below the line activities. The UK office requires from the Toronto tutto incorporate certain clements into their design in der for pieces to be consistent with the print advertising The creative in tram developed direct marketing material, and at the same time team in UK developed creative for the print advertising. The two sidescrotive work evolved in different directions, but each side hiped that the other would at the back and feet Toronto team told its London counterpart that they would follow their lead. Communication between the mo sides on becomes ineffective. In addition there a incomitent communication og L Toronto team und OBC teams in London and Toronto which were piving inconsistent instructions for the website development, resulting the team to fall behind the schedule in September 2000 The Leo Burnett Company LTD| Virtual Team Management Although the text conducted in Canadeseemned promising indexing 120 saints ohjectives, results from the cicach so test the advertising conducted in the US market were very poor. As a result OBC Londres requested LB's London and Teams to revise the cheting material before Cudin nunch Both team managed to revise the advertising, and in February 2001, campaiglanched in Canal Reach following the national Inch showed that the band did not perform well unny Canadiar Poor launch results on Canadian market raised tensies between Band OBCcm, brought the future botiness on the OC brand in jeopardy By June 2001, LB coded to develop a new Forever Young campaign incender to improve band's performance in the Canadian marketplace LB decided to develop new campaign Heas in parallel with the creative team in Toronto and the team in London. Results from the market research would determine the thing creative concept Communication between the teams become less frequent, les candid and more formal In addition to this between the two tom wrising from different opinions bet compensation, unequal starting conditions and motivation issues, a chain of personal changes como la cery LB's and OBC teams involved in the case Just Carmichael had chestrated an intensive communication with the con i London, Toronto und Taipei during the first half of 2000, but the communication in carly 2001 become more formal and she lost the feeling of being part of a global tom Since there was a need for redevelopment of the creative, L.B nodot to enpre extra people To which resulted in higher comes to staff the project than originally estimated, even Higher than the revenues nepotiated with OBC. This put LB under pressure to finish the project ass as possible. This increatod conflict between Band OBC in UK whe was responsible for negotiating B's overall fees, but also a conflict between 's London and Toto teams who both expended additional staff time and wanted for compensation Poor performance of the Canadian team is largely due to ineffective communicatie bieten the global LB office in London and the local satellite in Toronto. An obvious evidence of dissatisfaction with the way the communicate and collaborate between cachother is the e-mail communicatie beween Devidsthe Toronto team leader, and to the Creative Directes in Tolosam. Watson emphasis the problem to work with more he's direction produced by a team from diferent market which was inconsistent with the way the Biram used to develop creative for other clients, Communication shacks have led to tension and consistencies between the teams and in the material produced 4. SWOT Analysis 5 of 7 Aumett Company LTD Virtual Team Management Strengths Weaknesses Carmichael experience Team communication and collaboration Leo Burnett reputation and knowledge of broken dows the market Pour team management Good historical results with OBC Por onder of the brand God res Tw market Wrong market approach Opportunities Threats Increased revenues and additional OBC Under risk reaksi brands Personnel changes Pasithe experience from Taiwanese market Tight het Increased market share Time to complete the project 5. Solutions Based on the wall evaluation of the case and problems we have detained posible to the accessful campaign of 's Team of Toronto. The i thot We were determined to enhance the station for me and more succede campi First we wepest a decentralired management of the local Canadiancam, due to the better knowledge of the buyer noods and target market, which will sure a seaccessful product chant positive client relationship with OBC. This will help to create of the knowledge from UK cam shout the OC hand the knowledge of Toronto team about local market. A pwen access of this situation was the model and praciples medias the Twanese market, the Canadian team should show it as a base of communicatie The income into the Toronto team received about the way the marketing plant for the new product was a factor of the problem. Now since the global vicepresident is retiring and the client is considering creating a global virtual team to manage this band, later Us we believe that following the same re-organization of a structure will lead a better tid of the campai Once Devis leaves the new leader of the Toronte tem should be Tura Powell since she The Leo Burnett Company Croj Virtual Team Management las good understanding local marketing The many wedge would be impied to Tore well by the newly formed vitalom led by Jane Camiche che as brand knowledge togh beer communicaties Firstly if they keep the team centralined would lead to stand with it will increase the risk to destroy the pod relation with the client. Further would come stran the already tight budget bus kalo more waisto compensations Sor the mes and less for the project devant 6. Conclusion After analysing the problem and then vepesting the appropriate come to them we How concentrate at the hetical portal managers use to run their businesses in order to implement them to this case In theory we have four faces at the olving an effoctive team and those factors are training, empowerment communicand and The relating old to the Tento Sem we can see that wone of the factors are fully wel Developing Effective Teams which means that the co's Success coulindly happen Firstly came need the proper training of the team members for a Trunning Empowerment me efective town and as we can see in the case there is a wave of personal changes and there is to Group incentive fe training the tem Effectiveness member for their role as an example, we have Tan Powell Becoming the new leader of team rowe Remembe Toronto, but she does not have a good understanding of the product benefits and has some of the global team members. Also the OBC global vice president Sara Jones kell the position without putting i plan is place Then we look at the empowerment for that from Techdever this project and reading the case we saw that they had low authority in decision making, which adds up to the ineffectiveness of the team. This problem is recognized in the case where the leadin basically prethe Toronto team the templates and the communicatie elements without Kating them to do these tools to the local market in the other and the Taiwanese team hady to change the tools and thus was seessful. Furthermorantut instructies were inconsistent and varied between the Toronto team and Taiwan The Leo Bumett Company LTD| Virtual Team Management Next of success is the communication between team, which in our case we can repeatedly see that it is lacking. In ear case it to clearly presented that as time pased the Section became less frequent and more Somal, which las impacted the team members in various ways. For example, as a result of this the com leader Carmichael started to lose the feeling that she a part of the global team, which results in lack of motivation and ob disatisfaction. Further, this situationed by the communication created a word between Toote team and London icom, which whimsicly put the relationship with OC in Jeopardy Therefore, we agreed that a channel of communication and feel of samspirit should be revitalized in order to save them from the probable debacle. Lastly the face of rewards should be left out is important creating efficiem cum. This is uw problem in cate and as a result is draggindim the success of the tum. Teronto tiene very much concement fiat they are not fairly Gested for the week and thus it does not motivate them to do the intensive wed that hey wended with