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DLKW Lowe names Alexandre Okada global creative director on Persil

DLKW Lowe has named Alexandre Okada global creative director on Persil

DLKW Lowe has announced the appointment of Alexandre Okada as global creative director on Persil, leading the creative department across the network dedicated to the Unilever detergent brand.

Helen Bell, chief operations officer at Lowe for Unilever, commented: “Alexandre has the international credentials that are pivotal to a role like this. He understands the brand on a global level which has always been key to its success. We look forward to seeing how he will help us take the brand forward.”

Okada added: “OMO and Persil are emblematic brands that, despite being global, are perceived as local and are loved as such in every country they are present. Lowe and Unilever have built together a great story of success and it is a great challenge to work for brands with such amazing potential.”

Okada’s ‘Time to change your ideas’ campaign for Fiat, which he directed at Leo Burnett in Brazil, is one of his most well-known pieces of work to date. In his career Okada has also held the role of ECD at Leo Burnett Portugal which under his leadership won several accounts including McDonald’s.

Following a spell at Leo Burnett Latin America, based in Miami, Okada returned to his homeland Brazil to create and co-direct a film projects for Bradesco Foundation, owner of the second biggest bank in Brazil. He was then invited to become VP and CCO of McCann Brazil and at the end of 2010 became part of the lead team for Dilma Rousseff’s presidential campaign in Brazil. In 2011 he moved to Publicis Spain taking on the role of general creative director.

As global creative director on Persil Okada will relocate to the agency’s London office to take the creative lead on the brand’s ‘Dirt is good’ work which Lowe oversees across the world in over 30 markets.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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