Sony Pictures Issues Layoffs as Part of Marketing Reorganization
The studio has handed out about 25 pink slips after streamlining its movie marketing and distribution department.
One year into the job, Sony Pictures Entertainment chairman-CEO Tony Vinciquerra continues to make good on his promise to streamline and reorganize operations at the Hollywood studio.
The studio on Wednesday issued a new round of pink slips as it began laying off about 25 staffers working in the theatrical marketing and distribution department.
In a memo to staffers, Josh Greenstein, president of worldwide marketing and distribution, said, "We are streamlining some of our more traditional marketing operations and consolidating various international and domestic groups into single global teams. These moves have resulted in the elimination of positions in our research and strategy, publicity, media, operations, consumer and distribution groups. While many of these changes and decisions have been difficult, I’m confident that these steps will help us achieve our goals to become a stronger and more nimble organization."
The studio declined to confirm the exact number of people being let go. Some 550 individuals work in marketing and distribution. The layoffs don't appear to have impacted those with the title of executive vp or higher and possibly have not affected those with titles of senior vp.
In recent weeks, Sony also issued pink slips when reorganizing its international TV operations and, prior to that, its Crackle streaming service.
Read Greenstein's full memo below.
Last month, I announced the reorganization of our marketing operations into Global Digital Centers (GDC) to better align us with the increasingly global and digitally-focused media landscape. Working together with my direct reports and GDC heads, we have shaped a plan to launch us forward. I’d like to update you all on changes in structure and reporting lines, and how this realignment will impact our marketing operations overall moving forward.
Our Client Services GDC, led by Ann-Elizabeth Crotty, will consist of the following operations: Trailer finishing, TV finishing, print advertising, legal clearances and ratings, and exhibitor relations. In shaping this structure over the past few weeks, it became clear that bringing together the functions closest to exhibitors and customers would help us integrate support for both internal and external clients.
Several key areas under our Customer Activation and Strategy GDC, led by Elias Plishner, will be reorganized:
A Global Media Planning and Buying Group, led by Stefanie Napoli, will strategically invest our media and digital buying dollars. Additionally, we will be establishing a new in-house Digital Media Performance Buying Team that will report to Stefanie and be led by Bryan Wessel. Bringing this in-house will give Sony Pictures more control over our data-driven media buying process and will allow us to get closer to our consumers, with deeper and more direct insight into our audiences’ preferences and how to best reach them.
A Business Intelligence Group, led by Jamie Kramer, will infuse digital tools, data science, and campaign & audience insights in order to build strategic marketing frameworks for our movie campaigns. An Audience and Data-Strategy Group, led by Bryan Wessel, will determine how to turn audience data into action.
More broadly, with these shifts and our emphasis towards digital, we are streamlining some of our more traditional marketing operations and consolidating various international and domestic groups into single global teams. These moves have resulted in the elimination of positions in our research and strategy, publicity, media, operations, consumer, and distribution groups. While many of these changes and decisions have been difficult, I’m confident that these steps will help us achieve our goals to become a stronger and more nimble organization.
The reorganization will help our department better reflect the realities of how movies are released today, and build the connective tissue needed internally and externally to be effective and efficient. Some of you are now taking on new roles, responsibilities or new reporting relationships, and I appreciate your continued focus, resilience and ability to work through change.