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Should a CEO Star in Company Ads?

This is not a simple yes or no question. It depends on so many variables -- the product, brand and importantly the appeal of the CEO him/herself. With Dr. Z, he didn't embody the DaimlerChrysler brand like Oprah, Martha or Branson do for their brands.

Anonymous - September 29, 2006

We have seen in the recent case where Pepsi india ceo came out in ads giving messages about the quality of Pepsi cold drinks and it has really worked well with the indian public. I don't think a Sachin Tendulkar ad or any other celebrity ad would have the same effect. So there are occasions when the company excutives can be the real brand ambassadors.

Anonymous - September 30, 2006

'Desperate times call for Desperate measures!!!'

I will associate this quote with the 'Cola Crises' that recently took place in India. The CEO for PEPSI India had to lead the brand and endorse it because literally speaking, no other person (ality) comes nearly responsible than him for taking care of the integrity of the brand. The campaign had an emotional touch to it.

I believe if the CEO of a company is a well known Personality, i don’t see why he/she can’t represent his/her own brand. Infact ill encourage such an act.

So, what stands important here? It’s the 'Personal Rating' of the head of the company itself.

Hats-off to Oprah, Branson, Wimpy and on with the never ending list.

Still not to forget……

'Desperate times call for Desperate measures!!!'

Rehan Tahir Butt - October 1, 2006

I don't think it works too well, unless it is the founder of the company where the personality of the founder and the brand are closely interlinked. CEOs appearing in mass media look like just that -- CEOs appearing in mass media selling their brands, they are doing a job and they might try to be cool and informal, but it seems even more fake than celebs endorsing brands. Also, the Pepsi India spiel by R Bakshi was tepid at the most and very obvious voice-dubbing did not scream out 'credible'!

Indira Bisht - October 1, 2006

Only if the CEO is willing to take specific direction regarding his/her public persona from a brand management professional.

When a CEO appears in a premeditated and mediated form of brand communication he becomes in many ways objectified. The 'object' created can be a very powerful tool, but only if it is managed properly. The CEO, who is likely, by human nature, to have a subjective preference to his/her appearance might not be the best decision-maker when it comes to advertisement presentation.

Markets change fast and the CEO literally needs to sign off that he/she understands the use of his/her voice and body for marketing purposes is in the best interest of all company stakeholders and therefore will succumb all brand-based decisions to the professionals working for/with the company.

A risky situation, but can add an enormous amount of credibility to a brand if managed with care.

Kevin Jasmin, Graduate Student, Emerson College - October 2, 2006

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