Ogilvy, Dove Miss Chance to Turn Bad Press Into 'Debate'†

If They Wanted to Be Word-of-Mouth Marketers They Should Have Been Listening

Advertising Age, May 12, 2008 — The latest Dove controversy epitomizes the ad industry's struggle to reinvent itself as a participant in an ongoing conversation rather than an old guy with a megaphone barking orders to people who no longer follow them.

Ogilvy's work for Unilever's Dove brand has been a poster child for this conversion. Here was a campaign that used traditional one-way stuff such as TV spots, banners, billboards and magazine ads but did it in a way that encouraged and facilitated debate everywhere from Oprah's studio to the smallest blog.

Dove: 'Real Women' Ads Were not 'Digitally Altered'†

Marketer and Celeb Photographer Deny Reports of Retouched Images for Campaign

Advertising Age, May 9, 2008 — Dove's "real beauties" were not airbrushed, but their photos were treated to eliminate dust from the film and provide "color correction," according to Unilever and celebrity photographer Annie Leibovitz.

Dove's 'Real Beauty' Pics Could Be Big Phonies†

Photo Retoucher Says He Improved Images in Controversial Campaign

Advertising Age, May 7, 2008 — Dove's "real beauties" may not be so real after all, at least by the account of a renowned airbrush artist.

In a May 12 profile in The New Yorker posted online, Pascal Dangin of New York's Box Studios is quoted as saying he extensively retouched photos used in the Campaign for Real Beauty, which, if true, could seriously undermine an effort that already has subjected Unilever to considerable consumer and activist backlash in recent months.

Can Dove Promote a Cause and Sell Soap?†

Web Site Is Devoted To 'Real Beauty'... And Product Placement

Wall Street Journal, April 10, 2008 — Women turn to all sorts of places for advice and stimulating conversation, from "The Oprah Winfrey Show" to their next-door neighbors. But are they ready to take their life cues from a soap company?

Dove is betting several million dollars that the answer is yes. The hair- and skin-products maker owned by Unilever is trying to create a new online community for women that offers entertainment, blogs, advice and advertising.

Dove Effort Gives Package-Goods Marketers Lessons for the Future†

Four Points to Learn From 'Real Beauty' Campaign

Advertising Age, March 5, 2007 — "What's changed?" I asked. Shelly Lazarus, the chairman-CEO of Ogilvy & Mather Worldwide, among the most successful ad-agency leaders of our time, thought for a moment and responded: "Nothing has changed in terms of the insistence that everything begins with a great idea. Everything has changed about how it's expressed and the speed of getting it out."

The Real Story Behind the Success of Dove's Campaign for Real Beauty

Marketing Profs, February 20, 2007 — It's "PrimeTime" for Dove's revolutionary Pro-Age products and advertising. I love the new "bare it all" ads, and I guarantee that many women "of a certain age" do too. Because finally marketers are not only recognizing but also actually showing "real" women over the age of 50 in their ads.

Bright Lights, Big Challenge†

Why China's $700 Bil. market is as much an obstacle as an opportunity for marketers

Adweek, January 15, 2007 — Just 10 years ago, Procter & Gamble's Crest brand was unknown to China's population, most of whom seldom—if ever—brushed their teeth. Now P&G, the country's largest consumer products company, sells more tubes of toothpaste there than it does in America, where Crest has been on store shelves for 52 years.

Better ROI From YouTube Video Than Super Bowl Spot†

Dove's Viral Hit 'Evolution' Is a Real Beauty

Advertising Age, October 29, 2006 — Think dove's "campaign for Real Beauty" generated a ton of buzz for relatively little expense? You haven't seen anything yet.

Breakaway Brands 

FORTUNE, September 18, 2006 — Ten companies that boosted their fortunes by cutting down on hype and connecting with customers