Kinder Morgan ad campaign relies on strategy of making the CEO the front man

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      Energy giant Kinder Morgan has begun bombarding the media with advertisements touting its willingness to respond to public concerns over its Trans Mountain Pipeline Expansion Project.

      The president of the Texas company's Canadian subsidiary, Ian Anderson, is starring in television ads looking like a friendly grandfather eager to hear your input.

      "We have been drilling two six-inch diameter test holes to investigate the possibility of routing the pipeline through Burnaby Mountain," Anderson says in one message. "We are being respectful to the environment, and when we are done, we will leave the mountain as healthy as we found it."

      Then he claims that his company was "forced to pursue legal action to secure our worksite" after demonstrators blocked crews from doing their work.

      You won't see Anderson in a suit and tie in these ads.

      In adopting this approach, Anderson is replicating the public-relations campaign used by Enbridge. The Canadian pipeline company put a former senior executive, Janet Holder, at the centre of its ad campaign promoting the Northern Gateway project.

      As U.S. business magazine Forbes reported in 2012, many corporations have adopted the "CEO as front man" strategy over the past 30 years. The most famous have been Dave Thomas of Wendy's restaurants and Lee Iococca of Chrysler.

      The Forbes article author, Peter Daboll of Ace Metrix, stated that his company's analysis revealed that "in general, ads featuring CEOs outperform ads that do not feature CEOs."

      However, this isn't always the case.

      "CEOs who are dull, boring, or fail to positively differentiate a brand are the kiss of death in advertising," Daboll noted. "Viewers are looking for the CEO to be interesting, relevant, and truly understand consumer desires."

      The goal in this type of advertising is to make the CEO appear "genuine and authentic". In Kinder Morgan's case, there's no talk of how much oil the company plans to ship (900,000 barrels per day) or that it will result in nearly one more oil tanker per day leaving Burrard Inlet.

      I suspect that Kinder Morgan has launched this campaign because it feels a need to counter Burnaby mayor Derek Corrigan, who has emerged as an articulate and trustworthy opponent of the plan to triple oil shipments to the Lower Mainland. Corrigan is a believable, grandfatherly type of politician.

      Critics of Kinder Morgan's project are not sitting idly by while Anderson takes to the airwaves. Below, you can see the response from a group calling itself the Green Majority. (It states that this video is satire and is not intended to represent the views of Ian Anderson or Kinder Morgan.)

      Comments

      14 Comments

      mooha

      Dec 6, 2014 at 6:57pm

      What exactly are you trying to say here Charlie? That the President of the company may not present his case, or that it is somehow inappropriate on the basis of his wardrobe? That is what I am inferring from this very weak commentary.

      How about using children, First Nations elders, and the "grandfatherly" Mr Suzuki in an effort to tug at heartstrings? Or, maybe they present as a reflection of their convictions, no matter how they are dressed? Should Mr Corrigan change his outfit too? Who is to say that he is not employing exactly the same strategy? How about if those in favour begin to question the veracity of those opposed based on their appearance? Or better yet, suggest that their opinions are less valid on the basis of what they are wearing?

      Grasping at straws much?

      Briddy

      Dec 6, 2014 at 11:56pm

      It is hard to know what this elderly man with his speaking points is up to - last year he told Surrey (the fastest growing city with new population coming in every month) - that he would put his pipeline in Surrey and offered the City of Surrey double in property taxes. And now Delta is hearing that he wants to run a railway line down to Roberts Bank - and to ship it out of there with new terminals as well.

      AC

      Dec 7, 2014 at 9:01am

      Willingness to respond to public concerns should also mean witnessing these same friendly grandfathers pick up a shovel and clean up the damage caused by their oil corporations. Reality is that inevitably, big oil execs shed all accountability at that point and vanish into thin air, letting their talking-heads take over. So much for 'leaving the environment as healthy as they found it'.

      mooha

      Dec 7, 2014 at 10:17am

      In other news, Protesters today festooned themselves in Gore-Tex, Fleece and Cowichan Sweaters in an effort to bolster their "enviro" credentials. It is suggested they are not dressed this way not as a matter of comfort or style befitting people of their demographic, rather to counter the blatant use of the "grandfatherly" image presented by Kinder Morgan CEO Mr Anderson.

      Natty

      Dec 7, 2014 at 11:21am

      His PR strategy is weak. Unless the dude is Santa Claus, a fat man sitting in a chair doesn't inspire feelings of warmth and community. As a viewer, the setup screams "inactivity" and "indifference" and those sentiments translate to the company as a whole.

      Jack Ruby

      Dec 7, 2014 at 12:08pm

      Mooha: Are you merely mocking the messenger and thus avoiding the real issue?

      After this present and future environmental pipeline disaster has been forced through leaving massive debt loaded on future generations yet to be born, it will be discovered that there won't be a market for this bitumen sludge.

      China will be getting most of their refined oil and LNG from Russian Siberia and they won't be paying the huge prices that this idiotic project will require to finance itself.

      Result: Huge Profits for pipeline builders, massive profits for banks who finance and huge debt and losses for gullible tax payers who elect their leaders. Added bonus for future generations: environment disaster. Talk about lose lose.

      Thomas Folkestone

      Dec 7, 2014 at 12:13pm

      If he was living in Alberta, next to a tailings pond, having his drinking water shipped in, maybe he'd have more credibility. Texas is a long way from pipelines spills.

      Forward Thinker

      Dec 7, 2014 at 1:17pm

      Anderson would be more convincing if he was promising that his parent company would cover ALL costs of any environmental problem resulting in the shipping of Bitumen from BURNABY. That would include damage fire tanker spills in Canadian waters as well as those on land. I would like it in writing and signed off by Mr Kinder and Mr Morgan. I would also like to see the cash on deposit with the government.

      mooha can stop now. he succeeds 100% at failing

      Dec 7, 2014 at 1:25pm

      Oh dear, poor mooha, the comment thread troll who supports Kinder Morgan. You're not doing KM any favours little troll, so you should quit now while you're behind.

      Prawed

      Dec 7, 2014 at 2:01pm

      I missed the part of the ad where he says they are paying for all policing and court costs.