Leo Burnett Co., Ltd is a global advertising agency. The company is working with one of its largest customers, to launch a new line of hair care products in the Canadian and Taiwanese market test in preparation for global implementation. As a rule, after the launch of the brand, the brand is the world center of the responsibility for the brand and future campaigns to the local offices market. In this case, however, the brand launch was a failure. Team communication and team dynamics broke down in recent months and the relationship is strained. Further complicating the situation is somewhat client and agency personnel changes that could threaten the stability of the team and the agency and the client. Global Director of the account has to decide whether to continue with the expected decision to change the global structure of the team, to give one of the teams more autonomy or save more centralized control of the team. It should also recommend how to move forward with the brand and to determine what changes in the team or management is required. "Hide
by Joerg Dietz, Fernando Olivera, Elizabeth O'Neil Source: Richard Ivey School of Business Foundation 19 pages. Publication Date: November 4, 2003. Prod. #: 903M52-PDF-ENG
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