Case Study: Managing Dynamic's new Melbourne team Dynamic is a global media agency with operations across all continents. It develops media strategies for a range of clients, planning and buying their media exposure on television, print, radio and online. The company was founded in London in the 1970s, first expanding to Europe, the United States and, most recently, Asia-Pacific. The first Asia- Pacific office was formed in Hong Kong in the 1990s with operations branching out across Singapore, Taiwan, India, Japan and Australia. The aim is to create an office in Shanghai in the next 3 years. In preparation for this, many Chinese nationals have been hired to work across Asia-Pacific offices. Dynamic has just taken over MediaHype, a local agency in Melbourne, in an effort to expand its Australian operations. As part of this takeover, some of the MediaHype employees were retrenched to make way for Dynamic employees. Jeff Tan is a Chinese national who has spent six years in the Singapore office. He has come to Melbourne to head up the new Digital Strategy team and has brought with him two of his best workers who were also originally from China. Two members from the Dynamic Sydney office have also been transferred to Melbourne. Combined with the four members of the original MediaHype organisation, Jeff is in charge of an eight person-strong team that focuses on reaching and engaging consumers on any online platform. Team Role Company of origin Member Jeff Tan Digital strategy director Dynamic Singapore Anjana Wed editor and content strategist MediaHype Singh Joe Search engine optimisation (SEO) MediaHype McShane strategist Mike Social media manager MediaHype Duffy Yuchau Senior digital strategy consultant Dynamic Singapore Xiao Wen Qu Senior digital strategy consultant Dynamic Singapore Franz Junior digital strategy consultant Dynamic Sydney Bauer Amanda Junior digital strategy consultant Dynamic Sydney Cohen Aliyah Digital coordinator and administrator MediaHype Suleiman At the end of his first week in Melbourne and eager to impress his new bosses, Jeff managed to land a new and quite lucrative client, BurnFit Gyms-a chain of over 100 fitness clubs throughout Australia. They were a tough sell as they weren't 100% convinced that Jeff knew the Australian media environment very well but were impressed with his international credentials and commissioned him to deliver a revised digital strategy in six weeks. Jeff wanted the strategy mapped out within a month, giving them two additional weeks to make any corrections and finalise their proposal. At the end of the month, the team had three key deliverables: a new dummy website ready for market testing, a plan for search engine optimisation and a new approach to social media To meet these goals, Jeff decided that he would have everyone report directly to him. Since it was a small team working on a complex task with a deadline, creating extra lines of reporting would be time consuming and unnecessary, the emphasis needs to be on interacting with everyone else to achieve the goal. To make this more efficient and to meet