Amalie Thompson’s Post

My deep belief post Cannes Lions International Festival of Creativity: #Creativity fuels #Purpose, #Purpose fuels #Creativity. After judging in the Sustainable Development Category this year and 9+ years on Dove, I cannot be more convinced about this statement. Super proud to see Dove shortlisted this year for over 100 awards and winning a total of 52 Lions over the last four years. With Unilever named Creative Marketer of the Year for 2024. I am glad to see that the consistent and rigorous focus on placing creativity at the centre of our strategy, coupled with the passion, energy and hard work from a global team across the world, is being recognized. Congratulations and profound thanks to all the teams, agencies and partners who have helped us build emotional connections with our consumers, drive tangible social impact and deliver unmissable work, consistently.   #LetsChangeBeauty #Dove #CannesLions #RealBeauty #Creativity Ogilvy Edelman SOKO DAVID Madrid Collectively Halpern Mindshare Media.Monks Pau Bartoli Claudia Tezcan Kathryn Fernandez Sarah Potter Victoria Floyd Lynsey Smith Laila H. Amalie Thompson Bex Pollington Stacie June Shelton, MPH Vincent Jaskowski-Prowse Gaia Maranetto Harriet Howell Grace Bradbury Lucy C. Lucy Warren Lauren Baker Daniel Fisher Lucy Tone-McGurk Zoe Hamilton Nadia Katsiouli Sarah Lefkowith Saulo Rocha Pancho Cassis Katy Evans Virginia Landau Smita Reddy Melle Hock

The next few days mark a special moment for Dove – 20 years since the launch of the Campaign for Real Beauty. Tomorrow, along with a new campaign, Dove will publicly renew its vows to Real Beauty for future decades, reflecting a world that has changed a lot since 2004 and ready for even more change. Watch this space.   But being there at the Campaign’s inception, I cannot refrain from indulging in some reflections on the past 20 years. I think about those very early days before it launched, in 2002, when we wrote, what we called then, “Dove’s Beauty Theory”, the sleepless nights at Ogilvy’s Chicago office drafting the “Dove book”, the endless worldwide travelling in 2003 for the Brand Stewardship workshops, where we first started to realise the power of what ‘Real Beauty’ could mean…and the butterflies I felt when seeing the first Campaign for Real Beauty creative presentation in New York. It was just the beginning of a movement to show the world what beauty looks like when it’s real. Thanks to the outstanding work of many leaders, passionate teams, and partners – 20 years later – it is still true to its mission of changing beauty from a source of anxiety to a source of happiness. We were – and still are – doing things differently. Marketing by creating emotional connections rather than just selling. And proving that winning businesses can be so much better when they are driven by a meaningful purpose. Today my ambition is the same; for Dove to never stop challenging the beauty norm and keep questioning the idea that only one type of aspirational beauty sells. And for more brands to embed purpose into their business because, when done well, it drives strong growth proven by 2023 being the year Dove achieved its highest underlying sales growth in more than a decade. And it is THIS the greatest source of pride for me, 20 years later: to be able to say we have demonstrated that there is NO trade-off between Purpose and Profit. #Dove #LetsChangeBeauty #KeepBeautyReal Silvia Dias Lagnado Steve Miles Mike Hemingway Richard Edelman Klaus Arntz Daryl Fielding Olivia Johnson Fernando Machado Sophie van Ettinger Leandro Barreto Firdaous El Honsali Luiz Fernando de Salvo Musa Ben Kay Daniel Fisher Jo Bacon Nadja Bellan-White (she/her/ella) Ogilvy Edelman