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

Maple Leaf Foods launches ‘Songs in the Key of Wiener’

Facebook campaign for Larsen Wieners pays homage to the “As Seen On TV” era

Mattel and Walmart open virtual store in Pearson Airport

The brand and retailer are targeting busy travellers this holiday season

Nissan hopes to score with final leg of CFL program

“Back in the Game” sending high school football teams and media to Grey Cup

Mark’s pops up in Vancouver with football competition

CFL partner will test fans’ skills ahead of Grey Cup championship this month

UPDATED: Reitmans shutting down 107 Smart Set stores

Company to convert 31 stores to operate under other fashion brands

Home Depot faces dozens of lawsuits over data breach

Litigation may distract management and affect how the retailer runs its business

Aimia takes a data-dive for Canadian charities

Employees donate data analysis skills to not-for-profits in 24-hour event

Simons readies for major Canadian expansion

Montreal retailer announces plans to open stores in B.C., Alberta and Ontario into 2017

Brands gain momentum with multi-screen program

SPONSORED: How to tell impactful stories through video and across multiple platforms