Member Interview with Andrea Cappi

We are delighted to bring you a Member Interview with Andrea Cappi, Global Brand Director, Unilever 

What’s your golden rule?

One quote I really like is from Paul Arden: “When it can’t be done, do it. If you don’t do it, it doesn’t exist.” To me, this captures the essence of what a bold and innovative leader should do, challenging the status quo, pushing beyond perceived limits, and turning ideas into action. Innovation doesn’t happen in theory. It happens when we dare to try, even when success isn’t guaranteed. If we don’t act, even the most brilliant idea remains invisible... perhaps potential, never progress.

Who has been your biggest influence?

My maternal grandfather, who passed away nearly 20 years ago, remains one of my greatest influences. He approached everything he did with curiosity and passion, and he had an infectious optimism that made people feel seen and inspired. What stood out most was his natural ability to bring people together, uniting diverse perspectives with warmth and purpose. His legacy reminds me that leadership isn’t just about vision, it’s about energy, empathy, and the ability to spark connection and momentum in others.

What is your most hated business expression?

It’s not a specific phrase, but I have little patience for when people hide behind process to avoid action or accountability. A classic example is: “I can’t move forward without stakeholder approval.” While governance matters, using it as a shield to delay decisions or dodge ownership jeopardize progress. Effective leaders navigate complexity, they don't get paralyzed by it, and find ways to move things forward, not reasons to stand still.

What’s the smartest business idea you’ve ever had?

I’m particularly proud of the work my team and I led on Axe during my time as Global Brand Director. We transformed and premiumised the brand’s portfolio, modernized its look, feel, and smell, and in doing so, reversed a decade-long decline. While everybody was focusing on trying to incrementally refresh the existing portfolio of the brand, we saw a clear opportunity to reframe Axe for Gen Z men, who were craving more elevated, expressive scents (especially after years of lockdown) but found fine fragrances either too expensive or intimidating. So we launched the Axe Fine Fragrance Collection, the brand’s first-ever premium line with a bold idea: products that smelled as good as high-end fragrances, but at a fraction of the price. It became Axe’s most successful launch in a decade, generating over €100 million in sales by the end of 2024—180% above target. More than a commercial win, it proved that when you combine deep consumer insight with bold innovation and strategic clarity, you can spark real transformation.

Which leader do you admire most and why?

I deeply admired Paul Polman during his tenure as Unilever’s CEO from 2009 to 2019. His boldness in challenging conventional business norms, especially his push to prioritize long-term value over short-term gains was transformative. He championed the idea that sustainability isn’t just ethical, it’s strategic. His thought leadership helped redefine what responsible growth looks like, proving that purpose-driven business can drive both consumer preference and long-term success.

What is on your mind the most right now as a marketing leader?

Cutting through the noise. Whether it’s a new product, a campaign, or a brand idea... what keeps me up at night is ensuring it stands out, sparks conversation, and earns attention. In a world saturated with content, the real risk is being forgettable. As marketers, we need to be brave enough to be distinctive, and disciplined enough to make that distinctiveness meaningful.

Why is being part of The Marketing Society important for your career?

Because it’s a space to connect with like-minded leaders and help shape the future of marketing, especially in Southeast Asia. I’m passionate about contributing to the industry conversation, challenging norms, and driving innovation that’s relevant to this region’s unique cultural and consumer dynamics. The Marketing Society offers a platform not just to learn, but to lead.

Why does marketing matter to you?

Because it’s the perfect blend of science and art. The best marketing starts with sharp strategic thinking and smart use of data - that’s the science. But it comes to life through storytelling that moves people, shifts perceptions, and inspires action - that’s the art. I love that marketing challenges you to be both analytical and imaginative, and that when done well, it can create real, positive change in how people think, feel, and behave.

Tell us something that’s not on your CV

Beyond my corporate role, I’m a passionate sports enthusiast and recently started advising sports businesses on brand marketing. I’m also co-founding a food venture in my hometown, an exciting step into entrepreneurship that’s allowing me to apply my marketing skills in a completely new context. Sports and food are two of my biggest passions, and these ventures are giving me the chance to merge expertise with personal interests, something that keeps me energized every day!