Ogilvy’s Carla Hendra: Conversational Marketing Need Not Be Digital
09.15.2007
Ogilvy Interactive’s Co-CEO Carla Hendra used her slot at FM’s Conversational Marketing Summit to present the case study of Dove, and the heart of her message was this: While Dove gets credit for last year’s most successful viral campaign (Dove Evolution), a video produced on a shoe-string, watched by millions and the inspiration for YouTube spoofs such as Slob Evolution, Carla underscored the conversational success of the broader Dove Real Beauty campaign — fuller-figured women (and now nude models in their 50s, 60s and 70s) on billboards, which sparked a conversation by Oprah and her tens of millions of fans.
It’s about time advertisers showed real women in adds.
I’m a healthy hetro male and much prefer to see real women portrayed.