Desiree Rogers: Brand Obama
Sunday, May 3rd, 2009With her direct access to the first couple and unparalleled connections to White House staff, as well as D.C. and Chicago power brokers, Rogers is considered by many to be the key to Brand Obama. She stands at the center of the careful marketing of the first family and an administration-wide effort to make the White House appear a hip and accessible abode. Mrs. Obama’s press team manages a media blitz that includes cover shots on People, Vogue and Oprah’s O magazine, among others, while Rogers controls the day-to-day development and execution of the brand. The former marketing executive must create a White House that helps Americans visualize Mr. Obama’s campaign promises of change and transparency.
Rogers, who ran an online social-networking unit at Allstate Financial, served as president of Peoples Gas and North Shore Gas, a Chicago utility, and at age 31 headed the Illinois State Lottery, manages to speak with both the confidence of a top executive and the casualness of a woman who can’t be bothered with business.
Above all, Rogers is a world-class networker—the ultimate social engineer, not just planning White House dinner parties as well as her own intimate soirees but also connecting powerful people in her orbit. Over the years, she has immersed herself in Chicago’s charity circuit and developed a wide-ranging circle of friends, including senior White House adviser Valerie Jarrett and Linda Johnson Rice, head of the company that publishes Ebony and Jet magazines. She has also tapped her connections over the years to help advance friends’ political interests. Rogers held parties at her house and called former classmates from Harvard and long-standing friends in New Orleans during the 2008 campaign to help raise as much as $200,000 for Mr. Obama’s presidential bid, according to federal records. “She’s been a social engineer from the beginning,” says Shawnelle Richie, a friend and Chicago-based television executive for a division of CBS. “It’s beyond parties, it’s the way she connects with people.”
AMY CHOZICK, The Wall Street Journal Magazine
http://magazine.wsj.com/features/the-big-interview/desiree-rogers/
