The Leo Burnett Company Ltd.: Virtual team management

Details

Serval ID
serval:BIB_7B900BC9B011
Type
Inproceedings: an article in a conference proceedings.
Collection
Publications
Title
The Leo Burnett Company Ltd.: Virtual team management
Title of the conference
Annual Conference of the Administrative Sciences Association of Canada Proceedings - Case Track Division
Author(s)
Dietz J., Olivera F., O'Neil E.
Address
Quebec City, Quebec
Publication state
Published
Issued date
06/2004
Peer-reviewed
Oui
Language
english
Abstract
Leo Burnett Co. Ltd. is a global advertising agency. The company is working with one of its largest clients to launch a new line of hair care products into the Canadian and Taiwanese test markets in preparation for a global rollout. Normally, after a brand launching, the global brand center turns over the responsibility for the brand and future campaigns to the local market offices. In this case, however, the brand launch was not successful. Team communications and team dynamics broke down in recent months and the relationships are strained. Further complicating matters are a number of client and agency staffing changes that could jeopardize the stability of the team and the agency-client relationship. The global account director must decide whether to proceed with the expected decision to modify the global team structure to give one of the teams more autonomy or whether to maintain greater centralized control over the team. She must also recommend how to move forward with the brand and determine what changes in team structure or management are necessary.
Create date
19/05/2009 12:18
Last modification date
20/08/2019 14:37
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