Just a few weeks ago, Ad Age was lamenting the future of CMO’s with their short stints at the top. Next thing you know, they are popping up in their own tv spots.
This morning at the gym, in the span of 2o minutes, I saw two spots featuring CMO types:
Adrants » Old Spice Stakes Claim to Tony Stewart’s Armpits
The grand old deodorant brand hits us again with a spot called Armpit for its Collector’s Edition. Compiled by Wieden Kennedy, it begins and ends with the maniacal laughter of the company’s “marketing president,” Alex Keith.
The spot’s theme is how the CMO scored a success by sponsoring NASCAR driver Tony Stewart’s armpits as ads for Old Spice. Old Spice wants you to visit the excitement at www.tonystewartsarmpits.com
The second CMO as rockstar sighting was a Coors ad- probably about drinking responsibly. However, I can’t find any reference to the spot, or the CMO (other than Coors has a new CMO) anywhere. The fact is- no consumers care who the CMO is- or what they think, much less than they care who the CEO is- unless you are Steve Jobs.
Advertising isn’t about you- the marketer, it’s about what interests the customer.
And although those of us in the business were caught up in the Julie Roehm scandal at Wal-Mart, and dismayed when VW ditched Kerri Martin- consumers don’t care.
The idea of elevating CMO to rockstar status needs to go away.