Fishing Where There Are Fish

Community? Check. Dialogue? Check. Expert advice? Check. Personalization and customization? Check.
In a move that combines the power of two well known consumer brands, and benefits from the latest interactive thinking,, debuts today.
The new digital channel is the re-launch of, providing what Unilever describes as “a unified worldwide digital presence designed to be a trusted source for information, education and inspiration.”
The channel is an alliance with OgilvyInteractive and Microsoft’s MSN.
“Our goal is to be become a global leader and a true digital media force by completely redefining the digital experience for women worldwide,” said Kathy O’Brien, marketing director for Dove in North America.
The site will personalize each visitor’s experience based on each individual’s choices and combines technical innovation with intelligent design. The site will also feature an editorial board of experts, inspirational guest editors and specially selected “ambassadors” all of whom will drive conversation central to the real beauty debate.
[see or the press release for more]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.