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The Globe and Mail

RBC loses branding chief to Shaw Communications

Royal Bank of Canada's chief brand and communications officer Jim Little has decided to leave the bank to take a position as chief marketing officer at Shaw Communications.

Mr. Little, who has been with Canada's largest bank for five years, made a name for himself in his prior job at BCE and Bell Canada, where he was responsible for the telecom giant's well-known beavers, Frank and Gordon. Other previous employers include Bombardier and Alcan.

At RBC, Mr. Little, who is a Montreal native, has been responsible for building the bank's marketing strategy, reputation, and corporate image around the world.

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He has overseen the introduction of the bank's "Arbie" mascot, the bank's larger involvement with the Olympics, and the creation of the RBC Blue Water Project, among other things.

"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," Zabeen Hirji, RBC's chief human resources officer, said in an email to staff.

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