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Two HTC executives resign from company amid marketing mistakes

updated 10:05 am EDT, Tue July 15, 2014

Retirement, billion-dollar advertising campaign claimed as reasons for resignation

Two executives have resigned from HTC, according to reports. Chief Marketing Officer Ben Ho and President of Engineering and Operations Fred Liu have tendered their resignation from the Taiwanese smartphone producer, suggesting that the company's troubles are continuing, despite the most recent quarterly results reporting the first profit in a year.

The two executives are departing from the manufacturer for very different reasons. Bloomberg reports Liu is retiring after 16 years at the company, and is said to have been the driving force behind Sense and the HTC One hardware.

HTC "Here
HTC "Here's To Change" marketing campaign starring Robert Downey Jr.


Ho's resignation ties more into the company's misfortunes than Liu, and has apparently handed in his notice to leave by the end of this year. According to sources of Engadget, Ho received flak for his part in the billion-dollar "Here's To Change" marketing campaign, fronted by Iron Man star Robert Downey Jr. at a cost of $12 million for two years, with the lack of return from the significant marketing investment being Ho's downfall.

It is unlikely that either departure will greatly affect smartphones and devices currently in development, as both executives will be staying with the company for a number of months.




by MacNN Staff

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