From Most Admired to Most Reviled Company
by Andrew Dill, 2006 Scholar

On January 18th the Institute for Leadership Advancement was pleased to welcome Craig Johnson, Executive Vice President of Sales and Brand Management for Philip Morris U.S.A., to the spring installment of the Executive Leadership Series. ILA students, Leigh Foisy, Public Relations and Andrew Dill, Risk Management and Insurance/Political Science, introduced Mr. Johnson to a standing-room-only crowd of over 200 students, staff and faculty. Mr. Johnson began his lecture by engaging the audience in a word association exercise to get their thoughts on different brand images. He then went on to relate that over his entire career he has thrived on challenges, and no tougher challenge than managing Philip Morris's brand image has ever emerged. Mr. Johnson gave an intriguing talk about leading with responsibility in the challenging tobacco industry. He discussed the mission statement and core values that have guided his company through the downturn as one of the most admired to one of the most reviled companies in a short 10 year period.

He was also able to shed insight on the future of Philip Morris and the business changes that have been neccessary to keep up in a world where public perception of businesses is constantly changing. He shared openly and honestly the daily struggles of his business and did not shy away from the tough questions regarding the controversial product of Philip Morris. He emphasized the importance of surrounding yourself with good people and retaining them by using your character and integrity. Many university students enjoyed this insider's perspective on one of the most controversial products of our generation.

In parting, Johnson left a valuable piece of advice, "To carry the burden of a controversial product, you must have people that act with the highest level of integrity." Mr. Johnson enjoyed his first trip to Athens and UGA and expressed his strong desire to return to campus again in the near future.