1. rollingrock1988's Avatar
    RIM's Top Digital Marketer Defects to Samsung Mobile | News - Advertising Age

    BlackBerry manufacturer Research in Motion is losing another marketer, Brian Wallace, a day after reporting dismal earnings and impending layoffs.
    Brian Wallace spoke at Ad Age's 2010 Digital Conference.
    Gary He
    Brian Wallace spoke at Ad Age's 2010 Digital Conference.

    Mr. Wallace, RIM's top digital marketer, is defecting to Samsung Mobile, where he'll be VP-strategic marketing for the U.S., according to people familiar with the matter. While Mr. Wallace oversaw all things digital at RIM as VP-digital marketing and media, his new role will also encompass offline media, creative and branding.

    The move means handling marketing for a bigger manufacturer with, frankly, more momentum. Samsung is the No. 1 mobile handset manufacturer in the U.S. with more than 25% market share in April, according to ComScore. RIM is No. 5 and reported lower than expected quarterly sales and revenue yesterday.

    Meanwhile, Samsung's telecom division contributed to revenue growth in the last reporting period. Samsung has now built a number of smartphones running Google's mobile software Android, the largest and fastest-growing smartphone platform in the U.S., a market where RIM's BlackBerry continues to bleed smartphone market share. Once the leader, RIM is now No. 3 and falling.

    Mr. Wallace's departure follows chief marketer Keith Pardy, who resigned in March, weeks ahead of the launch of RIM's iPad competitor, Playbook. After that departure, co-CEO Jim Balsillie took on the CMO role.

    "Challenges in the U.S. in particular are making near-term growth difficult," Mr. Balsillie said during RIM's earnings call yesterday.

    Mr. Wallace spent nearly 11 years at the Canadian manufacturer and was responsible for building sizable audiences for the company on both Facebook and Twitter. He will be relocating to Samsung Mobile's U.S. outpost in Dallas.

    Samsung's tablet Galaxy Tab, which also runs Android, is also faring better than the BlackBerry Playbook. (Both still lag Apple's iPad by far.) RIM shipped -- not sold -- 500,000 Playbooks last quarter.

    Mr. Wallace has been a vocal proponent of distributing content across many devices, from mobile to TV to even cars or refrigerators. Samsung has released internet-connected TVs, though sales have not been stellar, and also manufactures computers, cameras and large appliances.

    Samsung is a top 100 marketer by media spending globally, but not in the U.S. Across all its products, the company spent $158 million in U.S. measured media in 2009 -- that's 22% of global media spending, according to Ad Age Data Center. Like all handset manufacturers, Samsung does benefit from the U.S. carriers' ample marketing budgets.

    In January, Research in Motion shifted ad agency duties to 72andSunny, which will handle its $200 million U.S. business, and to BBDO in global markets. However, RIM execs have characterized its last big launch for Playbook as not going according to plan.
    This seems like a big deal, but their marketing and advertising has been crap so I kind of look at this as a positive.
    06-17-11 12:18 PM
  2. WillieLee's Avatar
    That's a pretty funny article. But in an era where Apple is losing executives, it really isn't that important. You could have asked the reporter who Brian Wallace was yesterday and he wouldn't have known.

    There are going to be a lot of executives "leaving" RIM. And the marketing department should make up the majority, but given that RIM had never ran an ad campaign until 2008, the churn isn't too surprising.
    06-17-11 12:41 PM
  3. Rob1's Avatar
    Best news of the day!

    Maybe they can get some real talent in there...one that actually markets the products.

    Cheers
    Snick Snack and big_time2 like this.
    06-17-11 01:18 PM
  4. Snick Snack's Avatar
    RIM's Top Digital Marketer Defects to Samsung Mobile | News - Advertising Age



    This seems like a big deal, but their marketing and advertising has been crap so I kind of look at this as a positive.
    You're right it's not like their marketing had been winning awards!

    I don't see this as an overnight thing as well - his leaving. It's not like overnight you'll get another job with another tech company.

    So perhaps the layoffs as another poster has mentioned would be in the marketing department. Usually in a company that is struggling with image etc the marketing people are the first ones to get changed.
    06-17-11 02:12 PM
  5. lnichols's Avatar
    Wow who would have though that anyone would want to poach RIM execs, especially the Marketing ones.
    06-17-11 03:26 PM
  6. gravymonster's Avatar
    why would anyone steal a marketing agent from rim?
    06-17-11 03:57 PM
  7. Snick Snack's Avatar
    Maybe he was really good at marketing himself?

    If he's responsible for branding at Rim it hasn't really shown itself....
    06-17-11 07:47 PM
  8. ADGrant's Avatar
    You're right it's not like their marketing had been winning awards!

    I don't see this as an overnight thing as well - his leaving. It's not like overnight you'll get another job with another tech company.

    So perhaps the layoffs as another poster has mentioned would be in the marketing department. Usually in a company that is struggling with image etc the marketing people are the first ones to get changed.
    Perhaps, but the marketing is not the problem, it's the technology.
    06-17-11 08:45 PM
  9. papped's Avatar
    RIMs marketing team sucks.... Losing anyone in that department is not a loss and even IF you assume every product they ever released was terrible, their marketing has either been non-existent or terrible (except for the Torch, but I am quite sure that was AT&T's doing, not RIM).
    06-17-11 08:51 PM
  10. Cozmik's Avatar
    The last line stood out for me. A new ad agency in January with a $200 million budget....what the **** are they spending it on? I don't see a wave of new ads for BlackBerry anything.
    06-17-11 08:53 PM
  11. southlander's Avatar
    why would anyone steal a marketing agent from rim?
    lmao... good one.
    06-17-11 09:22 PM
  12. belfastdispatcher's Avatar
    Lol, I feel sorry for Smasung, they must've got him really cheap.

    Posted from my CrackBerry at wapforums.crackberry.com
    06-18-11 03:40 AM
  13. vistate1's Avatar
    lol let this ***** sink samsung
    counter corporate intelligence
    06-19-11 08:48 PM
  14. technology_fanboy's Avatar
    This is NOT good news.......... if your Samsung, but fantastic news for RIM!
    06-19-11 10:17 PM
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