BBD Perfect Storm unit cleans up with Dove Men+Care

doveBBD Perfect Storm’s male marketing unit has scooped its first major account, with Unilever handing the agency a brief to spearhead its global male grooming brand Dove Men+Care.
The New Macho unit, launched last year and run by former Unilever Lynx/Axe global brand director Fernando Desouches, will lead the project.
It has been tasked with ensuring that Dove Men+Care continues to “connect with audiences” by devising a global strategy as well as the creative direction of the brand as it celebrates its tenth anniversary next year.
Since launching in 2010, Dove Men+Care has attempted to promote an “inclusive vision of masculinity” in an effort to champion what it means to be a man and a father these days.
New Macho recently published a national survey on the state of masculinity in the UK, one of main conclusions was that the stereotypical notion of “success” for men can be as harmful as the social pressure of “beauty” has been for women.
Unilever global vice-president of Dove Men+Care Carlos Gil said: “Dove Men+Care is one of Unilever’s flagship brands and has been a great success for us. As we look toward its next decade, we want the brand to play a key role in the discussion and narrative around men and masculinity.
“If Dove Men+Care is to maintain its business performance we need to understand where men are heading to, as well as how the brand can facilitate this progress. We were really impressed by New Macho’s ability to synthesise our thinking as we inject a fresh creative direction into the brand’s positioning.”
Desouches added: “We’re incredibly proud to be working with one of the most successful global male grooming brands. It is a privilege to support the strategic evolution of Dove, an advanced and sophisticated brand as it pioneers the sensitive territories around masculine stereotypes, gender balance and inclusivity. Marketers have a responsibility to consider their brands role in society Dove Men+Care are leading this.”

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