EVENTS LEADING UP TO THE LAUNCH
LB’s Taipei Office
After returning to Taipei from the kick-off meeting, Lee formed her local team, which consisted of an
account executive (Tanya Yang) and a creative team (one art director and one copy writer). In co-operation
with OBC’s Taipei team, Lee and her team focused first on recreating the television ad. The ad followed
the original creative idea developed in the United Kingdom but used a popular Taiwanese actress in the
lead. The character differentiation was necessary to demonstrate the product’s benefit for Asian skin
because the original ad featured a blond, Caucasian actress as the lead. The team moved on to adapt the
brand’s print advertising and direct marketing pieces, and developed a public relations campaign to meet
local market needs. These communication elements were visually and strategically consistent with the
television ad as they incorporated photos of the same Taiwanese actress.
Throughout this process, the Taipei team regularly updated LB’s and OBC’s London teams about its
progress. Although all work required U.K. approval, the Taiwanese team worked with a significant amount
of autonomy because of the cultural differences present in its market. Carmichael and Manning
occasionally travelled to Taiwan to meet with the team and approve its creative work, which they generally
received well. In addition, the Taipei team communicated with the London offices through
videoconference calls and e-mail. The LB Taipei and Toronto teams had contact with each other only
during the global team videoconference meetings, held every two months.
LB’s Toronto Office
After the kick-off meeting, Davids, with the approval of LB’s Toronto management, assigned
representatives from the direct marketing group and the interactive marketing group to the brand team.
This included account management (Tara Powell, account executive for direct; Liz Nelson, account
supervisor; and Alexis Jacobs, project manager for interactive) and creative staff (Shirley Watson, creative
director; and one copy writer from each of the direct and interactive groups).
In co-operation with OBC’s Toronto team, the LB Toronto team was responsible for developing a full
communication plan for its local market. Along with running the television and print ads developed in the
United Kingdom, the team would focus on producing the brand’s below the line materials (i.e., direct mail,
website). These communication elements served as the education pieces that supplemented the TV ad.