RBC loses Jim Little to Shaw Media

Jim Little, the marketing executive at RBC who developed the company’s golf strategy, is leaving, according to an email circulated to staff. Little ran sponsorship and marketing for Bell Canada, including the Canadian Open, and then left the telecommunications company, joining RBC in 2007. He inked a deal for the Canadian Open later that year.


RBC’s chief human resources executive sent this out to staff today:

It is with regret that I announce that Jim Little, Chief Brand and Communications Officer, will be leaving RBC at the end ofApril to become the Chief Marketing Officer at Shaw Communications Inc.


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.


Through the introduction of Arbie, the deepening of our ties with the Olympic movement, the creation of the RBC Blue Water Project, the use of golf as a marketing and charitable platform and the expansion of our media relations and communications capabilities, Jim has helped establish strong foundations upon which we will continue to build our business.


Over the next month, Jim and I will be working closely to ensure a proper transition and to ensure that the Brand and Communications team continue to meet our business needs without interruption.


Jim has worked with many leaders across RBC and we will certainly miss his expertise and creativity. Please join me in thanking Jim for his many contributions to RBC and wishing him the very best in the next chapter of his career

Little later issued his own email..

Golf has never been in better shape in Canada and RBC is long on golf at both the professional and amateur levels…its been an honor to work with the folks at GOLF Canada and the PGA tour to help strengthen the game as we used golf to enhance the RBC brand both here and internationally


Jim has led RBC to become a big time player in golf at the top level with sponsorship at the Canadian Open and the Heritage good through 2017, with an opt out after 2012 in case he left or the bank changed it's policy, and several big name signings like Freddie Couples. Luke Donald and Ernie Els, and of course their huge sponsorship of the Canadian Olympic team with their mascot Arbie.

I don't expect RBC will mess wirh a good thing, Gord Nixon their CEO are in an enviable spot, the bank has come striding through the world wide recession and they are the clear leaders amongst Canada's big banks in the sporting community.


Bryan Angus also on twitter@mummmbles and at http://www.isr1050.com/