Former NBC Marketing Boss Apologizes For Creating The Trump Illusion': 'I Helped Create A Monster’
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John D. Miller, the former chief marketing officer for NBC and NBCUniversal, published an essay on October 16 in U.S. News & World Report writing he regretted his role in shaping former President Donald Trump’s public image.
Miller, whose tenure saw the launch of iconic shows like Friends, Seinfeld, Miami Vice and The Office, confessed, "I want to apologize to America. I helped create a monster." This admission pulls back the curtain on the marketing machine at NBC that propelled Donald Trump from New York tabloid fixture to household name, and eventually, to the White House.
“The persona we created for Trump was very much exaggerated for the marketing of the show,” Miller says via email. “The impact of that false narrative has grown more dangerous over time.”
Disclosure, I am a former employee in John Miller's department at NBC, where Miller’s EVP of The NBC Agency, Frank Radice, was my boss.
The Making Of A Media Persona
Miller's account highlights the complex interplay between entertainment and public perception in shaping a celebrity image.
"For The Apprentice, we crafted a narrative of Trump as an exceptionally successful businessman," Miller explains in his essay. "This portrayal, while effective for television, didn't always align with the full picture of his business history."
Miller provided context to this narrative, noting that Trump had faced financial challenges, including declaring business bankruptcy four times before and twice during the show's run. He also revealed that certain elements of the show, including the iconic boardroom, were designed specifically for television appeal. "The set design was created to match the show's concept, rather than reflect Trump's actual business environment," Miller writes.
"Looking back, I now realize the enormous impact our department’s marketing efforts had," says Radice.
Decoding Trump's Media Playbook
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Miller's essay provides insight into Trump's approach to business and media relations during his time on The Apprentice. According to Miller, Trump displayed a complex set of behaviors that would later become familiar to the public during his political career.
"In my interactions with him over the years, I observed that Trump had a unique way of engaging with others," Miller writes. "He showed a keen ability to influence people, yet was also receptive to flattery. Positive reinforcement seemed to play a significant role in shaping his responses and decisions."
Miller's account also sheds light on Trump's relationship with facts and public perception. He recounted how Trump would consistently refer to The Apprentice as "America's No. 1 TV show," even when presented with ratings data that suggested otherwise.
"Trump appeared to believe that repetition could transform a statement into reality," Miller writes. "He would assert something repeatedly, seemingly with the expectation that it would eventually be accepted as truth."
Behind The Scenes: Controversial Proposals
Miller recounts a notable incident during the show's production that raised concerns. According to Miller, Trump suggested a season concept that would have Black contestants competing against white contestants. "I had to explain the potential negative implications of such a format, particularly from a sponsorship perspective," Miller writes. "It was a challenging conversation that highlighted differing viewpoints on sensitive social issues in entertainment."
Reflecting On Unintended Consequences
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With a thoughtful reflection on the media's influence and personal responsibility, Miller adds, "My career in television taught me the power of narrative shaping. Now, I urge my fellow citizens to critically examine the narratives presented in both entertainment and politics."
Drawing parallels between his experience in television and the current political landscape, Miller emphasizes the importance of discernment. "The line between reality and carefully crafted image can often blur," he notes. "As media consumers and voters, we have a responsibility to look beyond the surface and make informed decisions."
Miller then concludes his essay with an endorsement for the 2024 U.S. presidential election: "If you believe that Trump will be better for you or better for the country, that is an illusion, much like The Apprentice was. Even if you are a born-and-bred Republican, as I was, I strongly urge you to vote for Kamala Harris. The country will be better off and so will you.”
