Hasta La Creative!

Dove launched a “#MyBeautyMySay” campaign that serves as an evolution of its previous “Real Beauty” effort. The Unilver brand worked with Ogilvy & Mather, Havas, Edelman and PHD on the campaign which launches with the 90-second “Beauty on Your Own Terms.”

Based around the insight from a new Dove global study finding that “7 in 10 women believe they get more compliments about how they look than on their professional achievements,” the effort also addresses criticism of the brand’s “Choose Beautiful” effort last year, alleging the spot implicitly upheld the importance of physical beauty while supposedly addressing beauty stereotypes. This time around, there’s no room for such ambiguity. 

“They said I was too pretty to fight,” says professional boxer Heather Hardy. A group of other women add their own moments of others trying to define them by their physical appearance. There’s a fashion blogger who was told she’s “too fat,” a partner at a law firm who was discriminated against because of her appearance, a model who was told she’s “too masculine,” and an older psychologist who was told to “dress her age.” After telling their stories, each woman stands up for their own definition of beauty, and the spot concludes with the “#MyBeautyMySay” hashtag.

“Dove knows that women are constantly scrutinized about how they look,” Dove director of marketing Jennifer Bremner told Adewek. “They are under pressure to ‘look the part’ and this stops them from achieving their full potential. Many women recognize self-respect remains a battle to be won.”

“Now, more than ever before, women are breaking barriers and challenging stereotypes—and it is time for society to start acknowledging this,” she added. “With #MyBeautyMySay we hope to inspire women everywhere to take a stand against judgments that belittle their accomplishments.” 

In addition to “Beauty on Your Own Terms,” the campaign also includes online spots focusing more closely on the stories of women from the ad. We’ve included several below.

Following a review only open to roster shops — something of a trend lately — SC Johnson has consolidated its media buying with PHD, Adweek reports. The move comes just four months after the company shifted its media planning to the agency from WPP’s Maxus.

SC Johnson, whose brands include Glade, Windex and Raid, spends around $1 billion on media annually, $300 million in the U.S. alone, according to the publication. PHD will now work with SC Johnson’s creative agencies: BBDO and Ogilvy & Mather, which have served as the brand’s creative agencies since 2011.

“We are pleased to partner with PHD for global media buying,” Fisk Johnson, chairman and CEO of SC Johnson, said in a statement. “After an extensive assessment, we are confident that PHD has the capability and global footprint to help us drive greater efficiencies and reduce complexity.”

In what appears to be a clandestine RFI process, Starbucks has announced a changing of the guard in its media agency relationship.
Following only the first phase in review, the java giant has decided to cut ties with Omnicom PHD and hire Publicis Groupe’s Spark. Prior to the RFI and decision after the initial review, PHD was Starbucks’ media agency for the past six years.
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Former Digitas VP and group media director Michael Lampert has relocated to MediaCom, where he will serve as managing partner and group digital director.

This blog post from February makes clear that Lampert has been with the agency for several weeks, but the announcement is new; it reads that Lampert will “lead digital efforts in the U.S. for clients including Dell and Volkswagen.”

At Digitas, Lampert oversaw digital acquisition strategy for American Express, and his 20-year career has included time working for a considerable range of clients and agencies including OMD, PHD, Universal McCann and MPG/Media Contacts.

Lampert will report to Steve Carbone, MediaCom’s chief digital/analytics officer.

New Career Opportunities Daily: The best jobs in media.