WSJ Interview On Dove’s Real Women Campaign

Today’s WSJ features an interview with Silvia Lagnado, the Global Brand Director of Dove. When asked about the aberration from using real models in ads, she said,

"The change was sparked by the historical passion of the brand, which got lost through the years. …We found that only 2% of women around the world are comfortable describing themselves as beautiful."

She also mentioned that the campaign was well-recieved in the global markets as well. As a brand manager, she expressed her thoughts on experimenting in non-traditional modes of advertising and "holisitc" advertising.

Surprisingly, Dove has hired a relatively smaller ad agency, "someone less global and less big."

Now if only WSJ made their content available for free! But if you have a copy, don’t miss the interview.