Dave Scapillati and CBC Part Ways
Dave Scapillati, the boss of the media sales and marketing department, has left the corporation. The move comes after the department failed to hit its sales targets for several quarters, as corporations pulled back on their advertising spending.
Scapillati, a former Coca-Cola executive, was responsible for introducing some innovative campaigns at the CBC. He focused on non-traditional marketing programs, such as Hockey Night in Canada’s Anthem Challenge, Kraft Hockeyville, and One Million Acts of Green, most of which were extremely successful.
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Love the accompanying picture.
Classic.
Dave did not know what he was doing. Frankly this was 1 year too late.
He fired several great people that challenged his thinking.
He thought charisma was enough. It is not. This is a very tough media market. Conventional tv was down last year now it is in a free fall.
Dave did not understand the market and therefore his decisions were immature.
Richard has made the right decision albeit one year too late.
Dave fired many smart people. Too bad.
Feel bad for him. He was a nice man but not ready for the job and not qualified.
LOL @ story URL
So we can thank Dave for the PR blunder of the HNIC theme?
Don’t think that on should go down as a hit.
From Tea Masters
So much for such great quotes from Dave as:
“We’re talking to JOOST about streaming our content”
and the classic
“TV is not dead”, as Scapillati writes in a January 2008 article in Marketing Magazine. “It’s just having babies.”