Dive Brief:

• Koch Industries has launched its first national TV ad campaign. 
• The ad is part of a larger campaign to brighten its image, as its namesake founders have been under attack for their business practices and political donations, and to help serve a recruiting effort. 
• The campaign also included a Wall Street Journal op-ed from Charles Koch, who wanted to make the case that one of Koch's core purposes is to be a job creator. 

Dive Insight: 

Koch Industries, and the Koch brothers, have a huge brand image problem. The ad is meant to be heartfelt and focus on Koch's job creation — which it does — but is it revolutionary or creative enough to change much about the brand's image? Additionally, the op-ed piece comes directly from Charles Koch, so it might not be taken all that seriously by skeptics. A reputable third-party could be a solution to help Koch recruit across the U.S.