According to a , Ho tendered his resignation to HTC chairman and co-founder Cher Wang and will leave the business by the end of 2014, while president of engineering and operations Fred Liu has also resigned, after 16 years at the firm.
The resignations follow the Taiwanese smartphone manufacturer reporting 11 consecutive quarters of falling revenue and a cut in global marketing spend. According to sources cited by Bloomberg, Wang will take on the role of chief marketing officer.
HTC’s marketing strategy has attracted criticism both externally and internally for lacking cohesion and consistency. This .
Frølund was referring to August 2013’s global advertising push starring Robert Downey Jr, which was .
Last August, HTC signed up the Hollywood actor as its global brand ambassador and the star of a multimedia campaign that attempted to move the brand away from "generic" advertising.
Speaking to Marketing at the time, .
HTC’s advertising had in the past been described as "generic" and Kang agreed with the accusation. He added that Downey Jr was the brand asset that could give HTC cut-through.
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