Should chief execs feature in their own ads?
The Sunday Herald asks the question, providing the answer in two articles supporting the opposite answers YES/NO. Tina Korup (managing director of edoMidas Leadership Development) supports the NO party, saying CEO should not link their personality to a product. First of all, says Korup, CEO come and go, furthermore a CEO in ad could impact staff morale (“No CEO should be bigger than the company. As soon as a CEO puts themself in a television advertisement, they’re taking the credit and the glory for the achievements of the business’s hardworking employees. That’s very demotivating for the staff.”).
On the other side, Campbell Laird (founder of brand consultancy Three Brand Design) says CEO in advertising can prove very effective for building the brand of a business since today’s chief executives have the skills and personality to carry off starring in the company advertising.