The problem was that the new teams had limited time and the strengths of the two teams differed. The team in Canada knew consumer preferences in their market, while the team in London knew more about the product itself and little about market developments. During the rebuilding process, a number of Leo Burnett and OBC staff decided to resign from their positions, further exacerbating the disconnect between the two companies. The fact that the campaign did not go as well as initially planned only made matters worse. The staff also left at the worst possible time, because being able to relaunch the campaign in Canada required a lot of teamwork and coordination. With key staff members absent, it was difficult for team members to communicate with each other and work well together without real