Skip to main content

PayPal parts with top advertising executive after shifting its marketing strategy during the pandemic

* PayPal's chief creative officer Steve Simpson, its top advertising executive, left the company after about a year. * The move came after PayPal shifted its marketing strategy during the coronavirus pandemic, placing less emphasis on the brand and more on catering to small businesses, said a source with direct knowledge of the marketing operation. * Simpson's departure followed that of CMO and former Apple executive Allison Johnson in May. Both "decided to leave PayPal" as the company streamlines its global marketing functions, according to a PayPal spokeswoman. * Visit Business Insider's homepage for more stories. PayPal's highest-ranking ad executive Steve Simpson left earlier this month after just over a year as part of a restructuring of its global marketing business. Simpson, who was chief creative officer, was hired to make high-minded ad campaigns to help PayPal stand out from competitors like Square, Stripe, and Apple Pay. But this strategy changed abruptly following the pandemic outbreak and the April promotion of VP of growth marketing Leanne Sheraton, said someone with direct knowledge of the matter who is known to Business Insider but requested anonymity. PayPal began to place less emphasis on that sort of brand marketing and tried to be more like a bank catering to small businesses. In March it promoted its decision to waive fees for some merchants in the pandemic. In May, CMO Allison Johnson, who hired Simpson, left.  Simpson, like Johnson, "decided to leave PayPal" as the company streamlines its global marketing functions, according to a PayPal spokeswoman. Simpson did not immediately respond to requests for comment. Simpson is the latest in a string of ad execs to leave PayPal Prior to joining PayPal, Simpson spent 10 years at WPP ad agency Ogilvy as North American chief creative officer and nearly two decades at Omnicom's Goodby Silverstein and Partners in San Francisco, where he was a partner.  He has created ad campaigns for brands such as IBM, American Express, HP, and The Gap. Simpson's and Johnson's departures follow those of several other key PayPal ad leaders, including the company's VP of global brand marketing, director of global brand advertising and creative services, and senior director of brand marketing. Got more information about this story or another ad industry tip? Contact Patrick Coffee on Signal at (347) 563-7289, email at pcoffee@businessinsider.com or patrickcoffee@protonmail.com, or via Twitter DM @PatrickCoffee. You can also contact Business Insider securely via SecureDrop. SEE ALSO: Top ad industry salaries, revealed: How much the biggest holding companies including WPP, Publicis, and Omnicom pay employees, from junior account directors to global creative leads Join the conversation about this story » NOW WATCH: Why American sunscreens may not be protecting you as much as European sunscreens
https://bit.ly/30DWoKD

Popular posts from this blog

How to send your location on Snapchat to your friends through the app's Snap Map feature

* You can send your location on Snapchat to a single friend or to several users in a group.   * To send a location on Snapchat, you'll need to visit your friendship history with a user and locate the "Send My Location" feature.  * Once you send a location on Snapchat to a friend, they can tap it and zoom in to see where you are.  * Visit Business Insider's Tech Reference library for more stories. Whether you want to share the location of your favorite restaurant or the address of your new apartment, you can easily send your location on Snapchat to your friends.  You can do this using the Snap Map and will even be prompted to select who you want to share you location with the first time you use the app feature. You can choose to share your location with your mutual friends, a list of friends with exceptions, or a small group of selected friends.  To send your location directly to a mutual Snapchat friend, you must visit your chat history through your friends li...
Read more

TikTok confirms it will sue the US government, alleging Trump failed to provide 'due process' before issuing ban

* TikTok confirmed Saturday that the company planned to sue the US government over President Donald Trump's executive orders targeting the popular app. * A company spokesperson said TikTok experienced "a lack of due process as the administration paid no attention to facts and tried to insert itself into negotiations between private businesses." * TikTok, which has surged in popularity over the past year, was known as Musical.ly until it was purchased by the Chinese company ByteDance in 2017 and renamed. * The president on August 6 and August 14 signed executive orders targeting TikTok.  * Visit Business Insider's homepage for more stories. TikTok on Saturday announced it plans to sue the US government over President Donald Trump's executive orders pertaining to its ownership, arguing the company was deprived of its due process rights. The president, who began targeting TikTok in July, issued an executive order August 6 making it illegal for American compani...
Read more