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Usage permitted only within these parameters otherwise contact [email protected] Taught by Christina Butler, from 27-Sep-2018 to 28-Jan-2019. Order ref F333192. Purchased for use on the Moscow MBA, at Kingston University. Educational material supplied by The Case Centre Copyright encoded A76HM-JUJ9K-PJMN9I Order reference F333192
Page 6 9B03M052 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.

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