Tempers And Texts Taint Acquisition Of JUICE Mobile, Yellow Pages Fired [Updated]

Back in March 2016 Yellow Pages Group (YPG) had acquired JUICE Mobile for $35M, it was the right time to sell as the programmatic advertising business was going through a major shift.  It was also the kind of deal that Profectio expected was going to happen very soon for JUICE MOBILE or one of its competitors. JUICE Mobile was founded by Neil Sweeney and the deal gave him a successful exit and a nice pay day.  Rumours surfaced that some of the JUICE staff were fired from YPG’s. Since Profectio did not have confirmation of the circumstances around the this we did not publish the story.  That all changed today as CBC published an article about some very surprising details surrounding YPG, JUICE Mobile and Neil Sweeney.


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Ben Hemming, a former JUICE employee was fired by management at JUICE over what he speculates is due to commissions not being paid to him.  The article also highlights an encounter that Ben “allegedly” had involving a text exchange where he was “threaten for his life with an axe.”  Certainly not the type of situation we are used to covering on Profectio but does shed some light on certain stories we have heard over the years.

According to the article Neil was fired for a “pattern of gross misconduct in the workplace, which included bullying, harassment, discrimination, threats of physical violence, and other inappropriate behaviour,” according to court documents.”

The situation with Sweeney is still on going as he filed a wrongful dismissal suit against Yellow Pages and is now working its way through the court system.
[/wlm_private] UPDATE – Since the original posting of this article we have received a letter from a law firm representing parties involved in this situation and have altered the story.  We have confirmed that CBC has also taken steps to alter their article.