Bacardi Taps Unilever Vet as CMO

May 26, 2010

– Elena Malykhina
Bacardi Limited has appointed Unilever vet Silvia Lagnado CMO and president of Bacardi Global Brands. Prior to joining the spirits company, Lagnado spent 24 years at Unilever and spearheaded Dove’s “Campaign for Real Beauty.”

Effective Sept. 1, Lagnado will assume her new post at Bacardi, overseeing global marketing initiatives for the company’s international portfolio of premium spirits. She will be based in the Bacardi Global Brands headquarters in London. (Bacardi Limited spent $40 million on advertising in 2009, a 4 percent increase from the prior year, per the Nielsen Co.)

Lagnado replaces Stella David, who left Bacardi last summer to join William Grant & Sons as chief executive.

Most recently, Lagnado served as evp for Unilever’s Savory products. Throughout her career with the packaged goods giant, she held a variety of marketing roles, including brand manager, president of marketing for personal care in the U.K., and global vp for Dove.

Dove’s “Campaign for Real Beauty,” which Lagnado created with ad agency Ogilvy & Mather, is highly regarded in the marketing world. It won top prize at the Effie Awards in 2006. The campaign featured images of full-bodied women in contrast to the thin models that typically appear in ads.

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Autor: Gabriel Catalano - human being | (#IN).perfección®

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