Overcoming Challenges in the Forever Young Advertising Campaign

Introduction

The Leo Burnett Decentralization Solution proposes a shift towards decentralization efforts to help “Forever Young” successfully launch its product. The problems identified are

1. the limited creativity and lack of common goals in managing virtual teams,
2. the lack of cultural awareness in the Canadian market, and
3. communication challenges within and between the team and the client.

The recommended solutions include implementing SMART goals, work teams, and credible leadership for virtual team management, conducting market research and hiring local talent for cultural awareness, and establishing clear communication protocols and tools. The action plan involves eliminating in-depth responsibilities within the Advisor Handbook, establishing work teams with cohesive goals, creating a unified goal by team leaders, submitting follow-up reports, conducting market research, and establishing clear communication protocols and tools.

Implementing these solutions is crucial for the success of the project. The Leo Burnett case highlights the importance of cultural awareness, effective communication, and proper management of virtual teams for a successful advertising campaign.

The way Virtual Teams are Being Managed

The Leo Burnett Company LTD faces a problem in managing virtual teams that hinders their creativity in finding solutions for achieving their goals. The Chapter Enrichment Program (CEP) team was formed to review chapters with high potential for improvement and growth. However, the over-structured process of managing the team stifles creativity, as the director of CEP, Kathy Miller, created a 14-module Advisor Handbook with specific guidelines for evaluating each functional area in a chapter. The handbook is referred to as a “cookbook” that limits the team’s ability to think outside the box, resulting in a lack of originality.

Furthermore, the Advisor Handbook promotes the creation of working groups rather than work teams, limiting collaboration and common goals. There is individual accountability, not collective performance or common purpose. The lack of interdependent collaboration leads to missed opportunities for innovative solutions. The team leaders lack credibility and influence among team members, another critical aspect of team leadership. The team leaders need to develop these aspects to promote effective leadership and foster a culture of creativity within the teams.

Lack of Cultural Awareness that is thought to be understood in the Canadian Market

The problem identified is the lack of cultural awareness thought to be understood in the Canadian market, specifically in the Chapter Enrichment Program (CEP) of the American Red Cross. According to Leo Burnett’s Case, the issue arises from the process of managing teams, which hinders the teams’ ability to develop creative solutions for achieving chapter goals (Røstvik, 2020). The CEP staff, led by Kathy Miller, has created an Advisor Handbook that contains 14 modules of key functional areas in a chapter. However, this abundance of structure stifles creative solutions because it promotes the creation of working groups instead of teams, limiting interdependent collaboration. The module formula used does not allow for collective performance, a common purpose, or common goals and approaches, making the teams unable to be creative in their thinking due to the firm guidelines they are instructed to follow.

Furthermore, the lack of effective team leadership is another obstacle. The team leader plays a critical role in developing creative thought in working teams, and they must effectively communicate a unified goal for the team. However, the current process does not focus on forming work teams with cohesive goals at the start of each review, which leads to individual accountability rather than a common goal.

The evidence from the case study highlights the need for corrective solutions to eliminate the key obstacles that are currently preventing originality in team solutions, such as creating SMART goals, forming work teams, and creating credibility within the leaders. Therefore, to address the problem of lack of cultural awareness, the CEP needs to modify its team management process, focusing on team building, collective performance, and effective leadership. Only then will the teams be able to develop creative solutions for achieving chapter goals.

Communication Challenges

The Leo Burnett Company is facing communication challenges in managing its virtual team to develop creative solutions for its Chapter Enrichment Program (CEP). The primary issue lies in the process of managing CEP teams, which hinders their ability to produce creative solutions for chapter goals. The CEP teams are given a set of guidelines and techniques to evaluate different functional areas, creating an Advisor Handbook referred to as the “cookbook.” However, the abundance of structure in the handbook stifles creative solutions, limiting interdependent collaboration, and promoting individual accountability of assignments. This leads to working groups instead of teams and limits the teams’ collective performance, common purpose, goals, and approach. The lack of collective performance and common goals and approaches reinforces the inability of the team to be creative in their thinking, as they are instructed to follow firm guidelines. The absence of an effective team leader further compounds the problem, as it is necessary to develop credibility and influence among team members and motivate vision.

The way Virtual Teams are Being Managed

The management of virtual teams requires a different approach than traditional in-person teams. According to Pokrop (2017), lessons given by Joseph Heagney in the Fundamentals of Project Management (fifth edition), are true to life. Joseph Heagney recommends the following implementations:

1. Set clear goals and objectives for the team: Clear communication of goals and objectives helps team members focus on achieving their targets.
2. Establish regular communication channels: It is important to establish regular communication channels and ensure that team members are kept informed on the progress of the project.
3. Utilize technology: Utilizing technology such as video conferencing, instant messaging, and collaboration software helps to ensure that virtual teams stay connected and can work together efficiently.
4. Establish a feedback mechanism: Establishing a feedback mechanism enables team members to provide feedback on their experiences and identify areas for improvement.

Lack of Cultural Awareness that is thought to be understood in the Canadian Market

Cultural awareness is crucial when operating in a diverse marketplace. To address the lack of cultural awareness in the Canadian market, Joseph Heagney gives recommendations for the following solutions:

1. Invest in cultural training: Investing in cultural training for employees helps to raise awareness and understanding of the cultural nuances in the Canadian market.
2. Conduct market research: Conducting market research helps to identify the needs and preferences of Canadian consumers and tailor products and services to meet those needs.
3. Hire local experts: Hiring local experts who understand the culture and customs of the Canadian market can help organizations navigate cultural differences.
4. Foster a diverse workplace: Fostering a diverse workplace that values and respects different cultures helps to create a culture of inclusivity and diversity.

Communication Challenges

Effective communication is essential for project success. To address communication challenges, it is recommended that Joseph Heagney implement the following solutions:

1. Use multiple communication channels: Using multiple communication channels such as email, phone, and video conferencing helps to ensure that messages are received and understood.
2. Clarify expectations: Clarifying expectations regarding communication protocols and response times can help to avoid misunderstandings.
3. Active listening: Encouraging active listening among team members helps to ensure that messages are understood and reduces the risk of miscommunication.
4. Foster a culture of open communication: Fostering a culture of open communication where team members feel comfortable sharing their ideas and concerns helps to promote effective communication.

Action Plan

Action Plan for the Leo Burnett Decentralization Solution.

Problem 1: The way Virtual Teams are Being Managed

1. Eliminate the detailed responsibilities within the Advisor Handbook, creating space for team creativity.
2. Establish work teams with cohesive goals that encourage interdependent collaboration.
3. Create a unified goal by team leaders to motivate vision and foster a culture of creativity within the teams.
4. Submit follow-up reports on team goals and achievements.
5. Team leaders need to develop credibility and influence among team members to promote effective leadership.

Problem 2: Lack of Cultural Awareness that is thought to be understood in the Canadian Market

1. Conduct market research to identify cultural aspects relevant to the Canadian market.
2. Hire local talent who is knowledgeable about cultural nuances to improve product promotion.
3. Modify the team management process to focus on team building, collective performance, and effective leadership.
4. Create SMART goals that are specific, measurable, achievable, relevant, and time-bound to enable a clear focus on objectives and targets.

Communication Challenges

1. Establish clear communication protocols and tools, such as video conferencing, instant messaging, and collaboration software.
2. Create a communication structure that encourages regular communication and progress updates.
3. Encourage team members to provide feedback on their experiences to identify areas for improvement.
4. Create a feedback mechanism that ensures team members are kept informed on project progress.

Conclusion

Implementing the above solutions is crucial for the success of the “Forever Young” advertising campaign. Proper management of virtual teams, cultural awareness, and effective communication are critical components of a successful advertising campaign. The proposed action plan aims to eliminate the key obstacles that hinder creativity in team solutions, such as a lack of cultural awareness, inadequate communication, and ineffective leadership. By implementing the action plan, the CEP will be able to develop creative solutions that meet the project’s objectives, creating a successful advertising campaign.

References

Røstvik, C. M. (2020). Mother nature as brand strategy: Gender and creativity in Tampax advertising 2007–2009. Enterprise & Society, 21(2), 413-452. Web.

Pokrop, F. (2017). Fundamentals of Project Management. Quality Progress, 50(7), 61-61.