Bacardi Adds Unilever's Lagnado as Global CMO

Dove 'Campaign for Real Beauty' Architect Will Spruce Up Portfolio Including Grey Goose, Dewar's

By Published on .

CHICAGO (AdAge.com) -- Bacardi Ltd. today named as its new global chief marketing officer Silvia Lagnado, the architect of the famed Dove Campaign for Real Beauty.

Silvia Lagnado
Silvia Lagnado
The Brazilian-born Ms. Lagnardo is a 24-year Unilever veteran probably best known for leading that effort during her time as the soap brand's global vice president. More recently, she led Unilever's savory products division, which includes Knorr.

At Bacardi, she'll spearhead a global portfolio of notable liquor brands that includes the company's namesake rum, Grey Goose vodka, Dewar's whiskey and Bombay Sapphire gin, among others. Both Bacardi and Grey Goose continue to hold leadership positions in their categories despite the global recession, but the company's brands face stepped-up competition from Diageo, Pernod Ricard and others that will increase the pressure for breakthrough digital campaigns -- which is where Ms. Lagnado's skills will come into play.

"I am absolutely delighted to welcome Silvia to Bacardi given her outstanding track record and inspirational leadership in international consumer brand marketing. I know Silvia will be invaluable to us in building toward our ambitious long-term growth goals for our iconic brands," Bacardi CEO Seamus McBride said in a statement.

Ms. Lagnado will be based in London. She replaces Stella David, who left Bacardi last summer and now serves as CEO of William Grant & Sons. She's the second notable Unilever executive to depart the company for a major spirits-marketing job in recent months; Kevin George, who played a key role on the marketer's Axe brand, departed to become CMO of Beam Global Spirits last fall.

In a statement, Ms. Lagnado said: "Bacardi has one of the best known and most beloved spirits portfolios in the world and I am excited to continue to build [the brands] internationally. Each of these iconic brands has unique heritage, superb quality and makes the world's greatest cocktails. Consumers love them. I look forward to using my 24 years of expertise and leadership in this outstanding company and in a dynamic industry."

In this article:
Most Popular