Dove effort gives package-goods marketers lessons for the future.

Advertising Age, March, 2007 by Rothenberg, Randall

Byline: Randall Rothenberg

What's changed?'' I asked.

Shelly Lazarus, the chairman-CEO of Ogilvy & Mather Worldwide, among the most successful ad-agency leaders of our time, thought for a moment and responded: "Nothing has changed in terms of the insistence that everything begins with a great idea. Everything has changed about how it's expressed and the speed of getting it out.''

I had gone to Shelly with a specific mission. Since the advent of the internet, marketers of cars, travel and financial services had seen ample evidence that interactive marketing could ...