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.