Leo Brunett Essay

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1 LEO BURNETT COMPANY LTD. VIRTUAL TEAM MANAGEMENT Performed by: Sidarta Medina 2 Objectives • Analyze cultural differences between Leo Bunett’s offices UK and TO during the launch process of Forever Young product. • How Janet Carmichaels faced the creation of global teams and the issues involved on it. • What went wrong and what went right during the development of marketing campaign and launching process Canadian and Taiwan markets. 3 Agenda 1. Management strategy taken by Leo Burnett 2. Hofsteds analysis 3. Value analysis 4. Cultural interaction analysis 5. How the behaviors of the UK and TO offices affected the marketing campaign 6. Global challenges (Carmichael’s management) 7. Recommendations 4 The Leo Burnett Company Ltd. Background • Leo Burnett(LB) is an Marketing & Advertising Agency created in 1935 in Chicago. • In 1952 LB opened there first office in Toronto. It was LB’s first office outside Chicago. • LB opened UK office in 1070’s • Its revenues are approximately US$ 9 billion. 5 Products & Services • Full service agency, its offer the complete range of marketing and communications services and products • Company’s philosophy “Brand Belief” • “Believers” are customers with loyalty to the brand. • Traditional services are: Account Management, Creative Services, Planning, Media and Production. 6 LB Internal team structures • A multidisciplinary team service each brand. (matrix structure) Mass marketing Print & production department Brand Interactive Marketing Direct marketing 7 LB Internal team structures • Team members usually had 2 sets of reporting lines • Communication are formal and informal • Formal.- reported directly to the supervisor of their home department • Informal reported directly to the project team leader. (senior

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