In his new autobiography, ad executive Peter Arnell makes no apologies about his two controversial stints at Chrysler. In fact, quite the opposite.
Arnell was the prime mover behind Chrysler's disastrous 2004 campaign for the Pacifica crossover, the one that featured singer Celine Dion. Chrysler canned the Arnell Group.
But when old friend Bob Nardelli brought Arnell back to Chrysler four years later as "chief innovation officer" -- and gave him a seat on the product planning council -- marketing types did a double take. It looked like a redemption tour.
Shift: How to Reinvent Your Business, Your Career and Your Personal Brand relates Arnell's self-described history as the "man behind many of the world's most recognizable brands." But his "Drive Equals Love" campaign, which is said to have cost Chrysler $14 million, was unpopular with dealers and didn't seem to help sell Pacificas.