Leo Burnett case (1).pptx - Leo Burnett company LTD virtual...

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Leo Burnett company LTD: virtual team management caseFabris PaolaFalzi SimoneMele DavideRaule FrancescaVan der Meer Costanza
Introduction (I)LEO BURNETT was founded in Chicago in 1935 and is one of North America’s premier advertising company. It offers marketing and communication services and products. Its main aim was to build “brand belief”.By 1999, LB has expanded around the globe to include 93 offices in 83 markets. ONTANN BEAUTY CARE was a global manufacturer of health and beauty care products and it is one LB’s original clients. OBC was organized in both global and local teams. Each OBC global office has as many teams as it had brands. In 1998, the two companies established a relationship for promoting the new «Forever Young» OBC brand, which was aimed to be sold to a new segment of the market: people over the age of 50.
Introduction (II)LB set the global team in London and in January 2000 formed satellite team in Toronto and in Taipei (Taiwan) to manage material execution in their local market.Canada and Taiwan were chosen as test markets.Taiwanese team: was responsible to adapt the advertising materials including re-filming the television advertisement with Asian actresses.

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