Dove’s Silvia Lagnado
Dove’s Campaign for Real Beauty
Silvia Lagnado, the CMO of Bacardi, was voted one of the Wall Street Journal’s ‘50 Women to Watch’ in 2009. Her global work with Dove, ‘Debunking the Myth of Real Beauty’ is widely recognized as instrumental to the brand’s phenomenal growth over the last decade.
With 20/20 hindsight, it’s now easy to see why Unilever considered the Brazilian native the best possible person to fill the role of the company’s first Global Brand Director. Silvia’s directness, passion and transparency about what she knew – and also willingness to admit what she didn’t know – quickly convinced her colleagues she was the ‘real deal.’ Appointed in 2001 to the newly created position of Global Brand Director for Dove, Silvia, whose vitae at this point comprised 15 years working mostly in local or regional positions, had no idea what to expect.
Silvia got the message in a hurry: a massive task lay ahead. Dove alone was running over 400 innovation projects from disparate locations. Many were duplicative. The brand had at least four conflicting positioning statements in use around the world and lacked any global consensus on where the brand was going.
While daunting, the opportunity was also intoxicating. Lagnado faced down one challenge after another to attain an audacious triumph, breaking ground for a generation of global marketers who have successfully followed similar boulder-strewn paths. The obstacles Silvia and her team faced, and the principles they adopted to overcome these hurdles, formed a blueprint that has emerged to drive unprecedented business growth in the 21st century: Marketing on a Worldwide Stage.
Dove is committed to helping women realise their personal potential for beauty by engaging them with products that deliver real care.