Fernando Machado / Most Contagious
Unilever's Global Brand Development Vice-President for Dove Skin Cleansing and Care, Fernando Machado, joins the speaker roster for Most Contagious in London on December 11
We all went a bit gaga for doing good in 2013. Words like 'purpose' and 'meaning' are now entrenched in Adland terminology. Becoming a truly purposeful brand can involve a complete realignment and restructuring of a company. However, marketers can move more quickly and use agile, tactical thinking to initiate positive change in the world.
Join us at Most Contagious in London on December 11, where we'll be looking at The Pragmatism of Purpose and at how brands are using their creativity and clout to make a difference with actions that are rooted in their products and services.
After the success of Dove's Beauty Sketches, we're delighted to have Unilever's Global Brand Development Vice-President for Dove Skin Cleansing and Care, Fernando Machado, on stage at Most Contagious telling us how a sense of purpose drives the way in which you should approach creative work and how it fits into the bigger picture of Unilever's brand as a whole.
Fernando's Bio /
Fernando Machado is currently the Global Brand Development Vice-President for Dove Skin Cleansing and Care at Unilever. Fernando joined Unilever back in 1996 and has had the opportunity to work on different brands and product categories in various geographies. He firmly believes that brands should have a purpose and mean something more than just the products they sell. He is most proud of the work he did for Pond's in Latin America, Vaseline Global and now Dove Global.
Today Fernando oversees a considerable part of the Dove business worldwide, including the Dove Beauty Bar, Dove Body Wash, and the Dove Skin Care portfolio (sales around USD 2 billion, all focused on the female segment). His main responsibilities include strategy, innovation, and communication development. He is very passionate about brands and advertising. That is why he occasionally helps the Dove Masterbrand team by leading the charge in some efforts such as Dove Ad Makeover, Dove Camera Shy and the Dove Real Beauty Sketches campaigns.
Awarded as Grand Brand Genius by Adweek and as International Marketer of the Year in 2013 (M&M Global), Fernando led the groundbreaking Dove Real Beauty Sketches campaign, which reached more than 170 million total views online (most watched piece of branded content in history) and 4.7 billion global media impressions in PR. This campaign also won 19 Lions in Cannes 2013, including the Titanium Grand Prix (adding up to a total of 27 Lions so far on his marketing career).
Fernando is currently based in London, where he lives with his lovely wife and his well-travelled dog. He is an optimist, but after three years in the UK, he has already given up hope for consecutive sunny days in London.