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NO COMPANY OR LEADER HAS ESCAPED THE PANDEMIC'S IMPACT.

For the past decade, marketers have embraced unfettered optimism – the “Big Idea,” “whitespace,” experiential activations. Now, COVID-19 is the macro-narrative that we all need to rally around. It is the most democratic – and existential – of crises. Nobody has escaped its impact. Every corporation has had to confront suddenly the same manifold challenges and changes, all at the same time: supply chain disruptions, workforce dislocations, collapsing sales and revenue and severe threats to employee health and safety.

Brands – and brand leaders – must find ways to connect with customers, talent and other stakeholders on a genuine, relatable level. And the leaders who can best achieve this will determine how their organizations will perform in a world forever changed by the pandemic.

So we took a deep dive – how well did the Fortune 100 CEOs live up to this new standard, and how did they fare at bolstering their reputations?

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Each of these CEOs – and the others who came out on top – spoke to their people, from employees to partners, customers to shareholders – in calm, clear and actionable terms, in detail and often.

What is the Leaderboard?

The CEO Leaderboard is a ranking of brand perception across Fortune 100 CEOs – measuring how they were perceived before COVID-19 was declared a global pandemic and how their reputation has changed in the subsequent weeks.

The ranking is based on tracking real-time conversation – attributed to a specific CEO – across the entire digital, social and media landscape. It measures the actions of the Fortune 100 CEOs during the relevant time periods (January 1, 2020 – February 29, 2020 and March 1, 2020 – April 15, 2020).

Big Movers Between, Before, and After COVID-19

data powered by enodo global

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Positive
Notable Movers

John Donahoe

nike

+17

rank 18

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01

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Hans Vestberg

verizon

+36

rank 40

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04

more info on this will expand down from here...

Doug McMillon

Walmart

+40

rank 57

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17

more info on this will expand down from here...

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Negative
Notable Movers

Todd Jones

Publix

–14

rank 01

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15

more info on this will expand down from here...

Sundar Pichai

Alphabet

–18

rank 11

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29

more info on this will expand down from here...

Brian Roberts

Comcast

–15

rank 24

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39

more info on this will expand down from here...

data powered by enodo global

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Methodology

THE DATA SET is the FOUNDATION

Our proprietary methodology uses a Python written platform to collect all publicly available data anywhere digitally available. Thus, the data set is more robust and includes online local, national and international news outlets, RSS feeds, 20+ social media sites and additional publicly available data.

It is a complete picture of everything about a person that exists in the digital world, providing a view of how an individual is perceived based on all the information about that individual across traditional and social media, conversations and any other information.

FORTUNE 100 CEOS

The Leaderboard data set was created to assess the online conversation around the Fortune 100 CEOs between January 1 and April 15. The data set included:

The baseline assessment spanned from January 1 - February 29. The second period included data from March 1 - April 15 to assess performance of each CEO during the COVID-19 pandemic.

The Leaderboard accounts for the positive, neutral and negative sentiment that occurs around the CEO’s communications and what is written and posted about the CEO. The scores or rankings range from 0 to 100, with higher scores representing higher positive and neutral sentiment.

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tom blim

giovanna fabiano

evan leatherwood