Dove‘s international chief advertising officer (CMO), Alessandro Manfredi, is leaving Unilever after 28 years.
The marketer is among the architects behind the model’s pioneering and commercially profitable “Marketing campaign for Actual Magnificence,” which has used promoting to problem conventional societal magnificence requirements since 2004.
Manfredi confirmed his departure in a LinkedIn publish: “Ending my journey with the twentieth anniversary of Actual Magnificence is such a wonderful closure of a circle.
“All through my profession inside Unilever, I used to be allowed to domesticate these unimaginable belongings and inject them into the manufacturers I used to be fortunate to work on, which makes me ceaselessly grateful to this firm,” he mentioned.
He has held numerous roles in his tenure together with international vp of the Dove grasp model, vp of worldwide advertising for haircare and govt vp for Dove. He was appointed as Dove’s CMO in 2022.
“Actual Magnificence,” nonetheless stands as one of the vital awarded campaigns of the previous few a long time, having helped the model develop its buyer attain for 10 years. In 2023, Dove fueled the expansion of Unilever’s Private Care, which famous a gross sales enhance of 8.9% for the yr and represented 23% of its $64 million turnover.
Dove has set the usual for purpose-driven advertising that drives the underside line, pinning its proposition round shallowness, inclusivity and physique positivity for ladies and children.
Newer work spearheaded by Manfredi consists of Dove’s “Reverse Selfie” push which documented the extent to which individuals edit their photographs on-line and the turmoil of a lady attempting to take the right selfie.
He additionally launched a dedication from the model by no means to make use of AI-generated imagery to symbolize actual individuals in its campaigns.
ADWEEK has reached out to Unilever to substantiate the way it will fill the position left vacant by Manfredi, on the time of writing it has not but responded.
Change at Unilever
Manfredi’s determination to step down marks the newest change on the high of Unilever’s advertising crew, following the exit of its model and inclusion chief, Aline Santos, in February.
