RBC brand boss Jim Little moving to Shaw

Bank marketer moving into newly created role for expanding media company

Bank marketer moving into newly created role for expanding media company

Jim Little, chief brand and communications officer for RBC, is joining Shaw Communications as its CMO – a newly created role – at the end of April.

Little will be moving to Calgary for his new job, but spending time in Toronto and Montreal as the company tries to move its born-in-the-west brand across the country to better compete with its cable and media competitors.

“[Shaw] feels like a natural fit for me, it’s the right thing at the right time,” Little told Marketing. In broad terms, he described his role as unifying Shaw’s various cable and media products under a cohesive consumer-facing brand.

“The work is going to be [brand] solidification and clarification in the west, and aspiration and adventure throughout the rest of the network.”

In a statement released Thursday, Brad Shaw, CEO at Shaw Communications, said, “We’re pleased to welcome Jim to the senior leadership team at Shaw. Jim’s past experiences will help us lead the charge in building the Shaw brand across Canada.”

Little has helmed the RBC brand since March 2007 when he arrived from a marketing vice-presidency at Bell. During his time in the banking realm, he has overseen RBC’s expansive Olympic and golf sponsorships, the development of the animated brand mascot Arbie, and the bank’s strong push into international markets.

“It’s been a great run and we’ve done amazing things,” Little said. “We’ve spent a lot of time and money positioning RBC as the advice bank you can count on, and I think we’ve done a very good job,” Little said. “All the research we’re looking at tells us we’re known as the advice bank.”

Little also said he considered it a goal to make RBC not as “intimidating” as banks normally seem, which led to sponsored projects such as the environmentally minded Blue Water Project, which he said made the brand “more accessible.”

“Over the last five years Jim and his team, working closely with the marketing groups across the enterprise, have made a significant contribution to RBC’s brand relevance in Canada and establishing its brand presence internationally,” wrote Zabeen Hirji, RBC’s chief human resources officer, in a company memo. “Jim has worked with many leaders across RBC and we will certainly miss his expertise and creativity.”

RBC’s search for Little’s successor is just beginning. An announcement is expected by the time he officially starts at Shaw on April 26.

Brands Articles

RBC Rewards aims to get in front of ‘back to school’ rush

Bank speaks to potentially unending student wants in new video from Grip

Indochino’s big move into bricks-and-mortar (Q&A)

CMO Peter Housley on why the ecommerce menswear company is setting up shop

Holt Renfrew’s rich rewards for loyal customers

Icon Privileges offers experiences to reward its best customers and attract new ones

Samsung to open first retail store in Ontario

New 'experience store' aims to bring the electronics brand to life

Millennial-ized market means Kraft Dinner is now KD

Low-risk name change drives brand update across 27 products

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners