Case Analysis Leo Burnett - Essay Example

Leo Burnett merged its operations with a similar company in the advertising business in 2001 (O’Neil). However, LB did retain its name. Janet Carmichael was virtual team leader who headed the operation of the company. Gaining trust as a team leader requires developing precise plans and objectives, which would define the nature of relationship that should exist between the virtual groups. It is evident that geographical differences separated the groups. However, the team leader did not develop precise objective, which could enforce trust among the teams.

The case projects lack of trust among teams, which led to their poor performance. Success of any project depends on its implementation plan. Carmichael did not develop implementation plan that would define the kind of role each team would play. Coordination is an important aspect that the virtual teams did not embrace. Communication office is a pillar in any successful company. LB London and its sister company in Toronto had a communication lapse, which is responsible for the woes that the company faced.

Team leaders should ensure that they develop mechanisms which would enhance communication and timely information delivery. It is apparent that telephone calls and emails are not enough for business to realize its success. Team leader must be able to meet the virtual teams, share their problems and success, and finally project the way in which the team should operate. Virtual teams must be able to see defined protocols, which handle the problems that they may be having. Meetings are very important, especially when a company has various teams working in different locations.

Meetings help the leader to identify any lapse that his or her team is facing. This would create trust between the team and its leader. The case illustrates ineffective communication between virtual teams and its consequences to the company. It is apparent that team leader should device effective ways which would give reflective