Vice-President Global Brand Development
Dove Skin Cleansing and Care (Unilever)
Fernando Machado created and drove the Dove Real Beauty Sketches campaign to become the most viewed online brand film in history with more than 170 million views-- generating 4.7 billion global media impression in public relations. Not only did Real Beauty Sketches clean up at Cannes with 19 Lions in 2013, including the Titanium Grand Prix, but it led 170 million people to reassess how they perceive their own beauty. )
For a campaign like this that burns bright so quickly, success means rapid adoption and alignment across multiple markets. Such a task is never easy, particularly with a global giant as sprawling as Unilever. However, Fernando drove Real Beauty passionately to align all stakeholders, and in doing so, engineered incredible success for the brand.
Fernando Machado 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. In addition to his passion for the Dove brand, he is also extremely proud of his work for Pond’s in Latin America, as well as Vaseline’s global efforts.
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 with sales of roughly USD $2 billion for the brand’s female segment. His main responsibilities include strategy, innovation, and communication development. Fernando Machado‘s hallmark, though, is an intense passion for brands and advertising. He characterizes his efforts with the Dove Masterbrand team as “helping out” by leading the charge on such initiatives as Dove Ad Makeover, Dove Camera Shy and the Dove Real Beauty Sketches campaigns. We’d call it inspired genius that knows no bounds.
A native of Brazil, he also has an MBA from INSEAD. So far in his marketing career, Fernando has won a total of 27 Lions at the Cannes Advertising Festival. We have a feeling there will be more.