Is the “Chief Creative Officer” Title Getting Irreversibly Diluted?

Some very interesting thoughts! We know from experience that a well-executed creative marketing executive search can completely revolutionize an organization’s marketing. But a trend of  bringing in some kind of celebrity with little direct modern marketing experience as a”designer” creative director has returned name recognition, some earned media, and little else. The title of Chief Creative Officer isn’t dead yet; but if anyone can claim it; then how can you tell who is truly a good candidate?
Of all the things he’s created throughout his career, Nick Cannon is best known for making two kids with Mariah Carey and tolerating the very worst our country has to offer as the host of America’s Got Talent.

You may have heard that he recently got a new job.

See the News Report on Cannon’s New Title

video from CITI FM

So now that Radio Shack can’t afford to make ads anymore, will it just hijack Mr. Cannon’s Instagram account?

What Radioshack Thinks of its Creative Marketing Executive Search

The release calls Cannon “a Radio Shack success story” because the Shack folks in his hometown helped him learn to repair a stereo when he was eight, before the company went bankrupt and got acquired. It also lays out his responsibilities:

“He will play an active role in the development of RadioShack-exclusive products as well as helping to further transform the retailer into the must-visit electronics destination, from curating the music selection to performances and events. He will also help the company continue to grow its educational and S.T.E.M (science, technology, engineering and math) initiatives nationwide. He will maintain an office at RadioShack headquarters in Fort Worth, Texas.”

All respect to Nick Cannon, but this sounds like someone wants some earned media. Let’s review other recent creative appointments that raised eyebrows:

  • as chief creative officer for 3D Systems
  • Justin Timberlake as creative director of Bud Light
  • Sarah Jessica Parker as CCO AND president at fashion brand Halston
  • Alicia Keys as global creative director for Blackberry

How did all those arrangements work out?