Dove CMO and ‘Actual Magnificence’ Architect Alessandro Manfredi Departs


Dove‘s world chief advertising officer (CMO), Alessandro Manfredi, is leaving Unilever after 28 years.

The marketer is without doubt one of 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 submit: “Ending my journey with the twentieth anniversary of Actual Magnificence is such a fantastic closure of a circle.

“All through my profession inside Unilever, I used to be allowed to domesticate these unbelievable belongings and inject them into the manufacturers I used to be fortunate to work on, which makes me without end grateful to this firm,” he mentioned.

He has held varied roles in his tenure together with world vp of the Dove grasp model, vp of worldwide advertising for haircare and government 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 couple of 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 12 months 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 girls and youngsters.

More moderen work spearheaded by Manfredi contains Dove’s “Reverse Selfie” push which documented the extent to which individuals edit their photographs on-line and the turmoil of a woman making an attempt to take the proper selfie.

He additionally launched a dedication from the model by no means to make use of AI-generated imagery to symbolize actual folks in its campaigns.

ADWEEK has reached out to Unilever to verify the way it will fill the function left vacant by Manfredi, on the time of writing it has not but responded.

Change at Unilever

Manfredi’s resolution to step down marks the newest change on the prime of Unilever’s advertising crew, following the exit of its model and inclusion chief, Aline Santos, in February.