The lb team in toronto would design and produce the

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The LB team in Toronto would design and produce the direct marketing and Web site materials because the London office did not have strong in-house capabilities in these areas. While the Toronto office would have control of the design of these communication pieces, the U.K. office would require that certain elements be incorporated into the design (for example, specific photos and colors), in order for the pieces to be visually consistent with the print advertising. EVENTS LEADING UP TO THE LAUNCH LB’s Taipei Office Alter 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 diffe rentiation was necessary to demonstrate the product’s benefit to 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 up dated 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; and 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, Web site). These communication elements served as the education pieces that supplemented the TV ad. Davids conducted an internal team debrief, outlining the information he had received at the kick-off meeting. From this, the team developed a communications plan that, in

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