Wealth in Wobbles
Advertisement: WPP and Unilever
The world's second-largest media company, WPP, and consumer-goods giant Unilever, prove that risk-taking pays when it comes to advertising. Who would have thought that using a larger lady to advertise a skin-firming cream would work better than a picture-perfect model? WPP did, as did its client Dove, owned by Unilever.
The bet paid big for the two companies, both members of the Design Index. Sales of Dove Firming Lotion soared 700% in Britain in the three months after this ad campaign launched in March, 2004.