Toronto Sun Essay

3616 words - 14 pages

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9B10D002 THE TORONTO SUN AND CARIBANA Leanne Miele prepared this case under the supervision of Professor Kenneth J. Klassen solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2010, Richard Ivey School of Business Foundation Version: (A) 2010-05-18 INTRODUCTION As another work day quickly came to an end, Samantha Morrison finished up a few emails, returned a missed phone call and sat down to prepare for the following afternoon's meeting with her boss, Larissa Presso. She knew she would be in the office late that night, trying to make sense of the barely started, unorganized project that had recently been thrown onto her lap for rescue. Presso, the director of promotion for the Toronto Sun, a daily newspaper publication in Toronto, Ontario, Canada, notified Morrison a few days earlier of her new project. The Toronto Sun was a major media sponsor for the world-famous Toronto Caribbean celebration, the Scotiabank Caribana Festival. It was Morrison's responsibility to organize the newspaper's involvement in the major parade, which was an important part of the festival. It was June 5, 2008, and Morrison was beginning to feel the pressure. The project was originally assigned to Morrison's colleague, who failed to make any real progress. It was Presso's decision to ask Morrison to intervene and take over. Morrison knew it would be a lot of work to assess the current progress and determine the next steps. She questioned whether it was feasible to be finished by the date of the parade, on August 2, at 10:00 a.m. It was imperative that the Toronto Sun had a float, because it had already paid for its sponsorship and all of the other major sponsors would have floats in the parade. Morrison wanted to do a great job because it was an interesting project for her and because she wanted to impress her new employer. SCOTIABANK CARIBANA FESTIVAL Scotiabank Caribana Festival was a two-week cultural celebration of Caribbean music, cuisine and visual and performing arts. The title sponsor was Scotiabank, a major Canadian banking institution. Approximately 30 other companies also sponsored the festival as major or minor sponsors; the Toronto Sun was one of the major media sponsors. This Toronto-based festival began in 1967 when the Canadian...

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