Will the former foodpanda CEO's private conversations made public impact the brand?

Foodpanda recently decided to name a new CEO. Amidst the news of the appointment, making its rounds on social media were screenshots of conversations between the former CEO of foodpanda, Jakob Angele, and someone he once had a relationship with.

In the screenshots posted by the woman Angele was dating, she claims to have been told of a potential confidential deal with Grab which was later leaked. She also shares that foodpanda’s lawyers apparently told Angele to stop speaking to her due to the information leaks.

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Over the course of the stories, she then documents and details some of the ups and downs of the couple’s relationship, including conversations around mental health, work and personal relationships.

Needless to say, the posts don’t paint Angele, who has been the CEO of foodpanda APAC for six years, in the best light. On top of the confidentiality breach, the revelations in the stories also paint Angele as an erratic and uncaring partner.

Impact on foodpanda?

Often, CEOs are deemed as the face of the brand. As such they are expected to uphold the highest standards of integrity and discretion.

“These allegations of leaking confidential information to a personal acquaintance raises serious doubts on his judgment and ability to protect sensitive company data,” said Ashvin Anamalai, founder of DNA Creative Communications.

Anamalai added that in the immediate, the alleged leak can erode trust among stakeholders, including customers, investors, and business partners. Most of all, it reflects poorly on the company's leadership.

When the personal seeps into the professional

Anamalai is also of the view that a CEO's actions and decisions are closely tied to the reputation of the brand, and “any negative publicity can have long-lasting consequences.”

Lars Voedisch, founder and managing director at PRecious Communications, echoed a similar sentiment. While the spat was within the realms of a private relationship, the now public nature of it will have implications on the company.

He added that in today's digital era, a CEO's personal brand is intertwined with the company they represent.

“Any misstep can tarnish both parties' image,” he said. Fortunately, most companies recognise this symbiotic relationship and proactively manage their leaders' public personas to safeguard brand integrity.

“CEOs must approach reputation as a political candidate with a leadership platform that balances the need to engage on issues of the day and uphold personal values of integrity, morality, compassion, competence, and leadership ability,” Voedisch added.

The leader’s accountability – a higher standard?

According to the 2023 Edelman Trust Barometer, consumers are looking to businesses to do more for society amidst geopolitical tensions and economic uncertainties. As such, there are greater expectations placed on CEOs to do more for the communities and behave with integrity.

That said, authenticity is also often demanded from leaders. They must be relatable while upholding high standards of integrity, given that what they do or say reflects the values of the company they represent. Voedisch highlights that sometimes, this leads to a difficulty in separating the private and professional personalities.

For corporate leaders, integrity is non-negotiable and actions will be scrutinised, said Syed Idid, general manager, strategic communications and stakeholder engagement at West Coast Expressway.

He explained that CEOs are often put on a pedestal and their words and actions matter in the court of public opinion.

“When one has a spat and airs their dirty laundry, the consequences are inevitable. And once credibility is questioned, respect and trust go out the window. Ultimately, the door is shown to them, such as in this case,” he said.

Remember your digital footprint

Jose Raymond, a communications strategist, who is a former CEO of the Singapore Environment Council and who has helmed multiple leadership roles in his career so far said that while the incident teaches us lessons on the digital footprint individuals leave behind, the positive note is that the foodpanda brand is way stronger than that of the personal brand of any individual.

“The learnings from this incident are simple - never forget the digital footprint you leave behind,” said Raymond.

Idid on the other hand, wasn’t as forgiving to leaders. He said: “Thanks to the Internet, our digital world puts leaders in their ‘full monty’ as consumers of social media platforms can easily troll the ‘hidden’ facts and put it out there in the open.”

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