Vaseline
UNILEVER
Steve Miles Global Brand VP-Health Brands
Fernando Machado Brand Devel. Dir.
Kristen Hogan Brand Mgr.
BARTLE BOGLE HEGARTY
Tracey Lee Group Planning Dir.
Emma Cookson CCO
Sarah Thompson Group Acct. Dir.
John Foster Creative Dir.
Kash Sree Creative Dir.
Craig Smith Creative Dir.
Maxim Dashkin Acct. Dir.
This is the story of a total brand turnaround, of a tired relic of a
skin care brand that had faced a 30-year share decline only to
become the fastest-growing brand in the category. It’s a story
of reclaiming market leadership and experiencing double-digit
growth. The brand did so by repositioning itself as the skin authority that understands and respects the wonder and complexity of
skin. Vaseline focused on skin’s amazing properties as a way to
engage and provoke consumers to join in a quest to “Keep Skin
Amazing.”
Max Factor
PROCTER & GAMBLE
Bruce Katsman Assoc. Mngng. Dir.
Khalid Smith Brand Mgr.
Heather Burgess Brand Mgr.
Ami Desai Asst. Brand Mgr.
GREY WORLDWIDE
Gloria Appel Exec. VP-Group Dir.
Sarah Hempstead Acct. Super.
Alice Ericsson Pres.-Creative Copywriter
Audie Umali Sr. VP-Creative Dir.
Robin Beattie Creative Super.-Copywriter
STARCOM MEDIAVEST GROUP
Karen Slynarczyk Sr. VP-Connections Dir.
IMC2
MARINA MAHER COMMUNICATIONS
ALLIANCE
MAKEUP AS FASHION
Driven by the visionary makeup artistry of Pat McGrath, the Max
Factor campaign owns a territory previously uninhabited by mass
brands. The makeup artist and sought-after fashion photographers
infuse every image with insider expertise and industry renown. Distinguished by its dramatic visual presence, a voice-with-attitude
approach to copy and the use of couture styling to tell an as-pirational story, the campaign has bolstered and evolved Max
Factor’s equity of superior makeup artistry while giving the beauty
consumer access to the talents of Pat McGrath.
