100%(1)1 out of 1 people found this document helpful
This preview shows page 1 - 2 out of 3 pages.
The Leo Burnett Case In 1935, Leo Burnett company was founded in Chicago. It is one of the first advertising agencies in North America. This case mentioned the strained relationship between LB and its client Ontann Beauty Care (OBC). LB was hired by OBC to launch its new product line “Forever Young”. Due to globalization, companies are forced to set up virtual teams and manage them. As a full service agency, LB offered to work on a range of communication and marketing services. So the LB employee role would be as a traditional employee. It can be a part of the multidisciplinary team that works on a particular brand. Their core services are: account management, planning, creative services, media, and production. To better service OBC, LB centralized its decision making and strengthened global teams with the power to make global decisions. In january 2000, six teams formed: three teams each for LB and OBC. As of the current situation, Canada is the primary test market for the western consumers. The Canadian team receives tv and print contents from London which they were not allowed to make changes. The team