Two HTC executives are set to leave the Taiwanese mobile maker following the failure of a headline marketing campaign. Ben Ho, the company’s Chief Marketing Officer and Fred Liu, President of Engineering and Operations, have both quit.
While Liu, who has served at HTC for 16 years, is retiring, Ho’s departure is said to have come following the disastrous ‘Here’s To Change’ campaign, which starred Robert Downey Jr and cost the company $1 billion .
Ho has only been with HTC for 16 months, but is expected to work out a notice period until the end of 2014.
Marketing has been a huge area of weakness for HTC in recent years, owing largely to its budget being dwarfed by that of Samsung. While the latter is reigning in spending on such activities, HTC still needs to push hard in order to bolster its sales and profits.
The company returned to profit in the last three months, its first in nine consecutive quarters. Its One M8 device has proved a huge success, with new Android Wear devices set for release in the coming weeks.