Campaign Gone Bad Claims Cartoon GM Samples
By Mike Reynolds -- Multichannel News, 2/9/2007 10:11:00 AM
The fallout from last week’s Adult Swim guerrilla-marketing fiasco in Boston went to the top at Cartoon Network: General manager Jim Samples resigned his position Friday.
In an e-mail sent to colleagues Friday, Samples wrote: “I am sure you are aware of recent events in which a component of an Adult Swim marketing campaign made Turner Broadcasting the unintended focus of controversy in Boston and around the world. I deeply regret the negative publicity and expense caused to our company as a result of this campaign. As general manager of Cartoon Network, I feel compelled to step down, effective immediately, in recognition of the gravity of the situation that occurred under my watch.”
On Jan. 31, the city of Boston came to a crawl after commuters and authorities discovered blinking light boards affixed to buildings, highway overpasses and subway-station walls. Thinking the outlined Mooninite character was an explosive device, the police, the FBI and the U.S. Coast Guard shut down highways and waterways.
Network parent Turner Broadcasting System and Cartoon’s agency, Interference, agreed to pay $2 million to a variety of Boston and Massachusetts agencies for their efforts to “disarm” the devices.
In accepting Samples’ resignation, Turner Entertainment president Mark Lazarus wrote to employees: “Jim Samples tendered his resignation today. Jim’s leadership of Cartoon Network moved our animation brands and businesses aggressively into the online space, grew Adult Swim from a programming block to a network success story and inspired cause-marketing initiatives that have made a difference in countless kids’ lives.”
He continued, “He has been a valued friend and mentor to people throughout the company and around the world. Jim’s decision to leave his post is a reflection of his regard for the business he helped build and the people he trusts to move it forward. He has our respect, appreciation and sincere best wishes.”
Lazarus noted that until a new leader for Cartoon is named, the service’s animation senior team will report directly to him.
