Bullshit Meter Is HIGH At SCRIPPS Posted on October 30, 2023 at 01:57:32 PM by FTV
FTVLive was the FIRST to tell you that Scripps was going to blow up the Creatives Services Departments across their stations.
Many of the CSD Managers were told their jobs were being eliminated as Scripps will move to a regional Creatives Services division.
The company sent out an internal email, that tried to explain the reason for putting people out of work.
You can spin it how you want, but the bottom-line, this was all about cutting costs.
Here's the memo, obtained by FTVLive.
Colleagues:
The goal of marketing at Scripps is to raise the visibility of our family of brands with audiences and advertisers and drive business results. Through the company’s restructure, we are establishing one cohesive, enterprise-wide marketing organization that is aligned with and responsive to the needs of all of our businesses.
We’ve looked holistically at how we can best harness the marketing skills and expertise we have across the company, and we’re reorganizing our resources into categories that support our different brand types: corporate, news, entertainment and sports.
Here’s an overview of the structure.
BRAND STRATEGY
Sherry Pitkofsky, vice president of brand strategy, will lead teams developing marketing campaigns for entertainment, sports and second stations, corporate brand strategy, multicultural marketing and news – including Scripps News and Court TV. We also are creating a new role for local media brand strategy. And the brand strategy team will continue to be responsible for events, experiential marketing and trade and sponsorship marketing.
AUDIENCE DEVELOPMENT AND ENGAGEMENT
Eric Svenson, vice president of audience development and engagement, will lead an in-house media planning team focused on developing strategic media plans to promote our content, increase brand visibility and drive audience engagement. He also will lead an expanded team focused on promotion strategy and planning. A new cross-promotion strategy position will focus on identifying opportunities to use promotional inventory across the company to increase brand awareness for key business objectives. And Eric’s team will continue to manage social media marketing for the organization.
CREATIVE SERVICES
Larry Morris, vice president, creative director of marketing, will lead a creative team that is reorganized to support the entire Scripps enterprise. We are establishing new positions to support second stations, sports and local media. We also will have a role dedicated to leading corporate branding initiatives for Scripps, including supporting the enterprise strategy and Scripps National Spelling Bee teams.
Within local media, creative services director (CSD) roles are being restructured to provide creative leadership to groups of two to three stations. These roles will report to the GM or station manager in their home market with a dotted line to the GM(s)/station manager(s) in the additional markets they support and the marketing organization. Local media creative services teams will report into the CSD overseeing their station. And a new local media creative director role within Larry’s team will work closely with all the CSDs.
This restructure does include a number of job eliminations for marketing roles within all our divisions. We thank those employees who are impacted for their contributions and will offer our full support in their transition. We have posted the new roles that are being created and are encouraging these employees to consider applying for these roles as well as any other open positions at Scripps.
Our goal with this new structure is to serve the entire enterprise and create stronger brand alignment and consistency across our Scripps brands. The new marketing structure will take effect in December. Over the coming weeks, we will be determining a transition plan and sharing updates. In the meantime, marketing and creative services support remains unchanged.