Mars on why brands risk seeing purpose as a panacea
Molly InnesConversations around purpose aren’t “nuanced enough”, says Mars vice-president of brand purpose Michele Oliver.
Mars
6 ways Mars Petcare is using DTC to develop ‘better marketers’
Michaela JeffersonThe pet food giant’s European marketing director outlines six lessons he and his team have learned through launching five direct-to-consumer businesses over the past 18 months.
Mars Petcare hails the ‘power’ of uniting brand and performance marketers
Michaela JeffersonA closer relationship between its brand and performance marketers helped Mars Petcare cut the cost per acquisition of pet food brand James Wellbeloved by 57%, while giving its brand team valuable insight to help “sharpen” its ads.
And the winner of campaign of the year is…
Mark RitsonGreat diagnosis, smart insight, clever use of media and inventive execution, Sheba’s ‘4am Stories’ is a masterclass in simple but highly effective marketing.
How Maltesers plans to shatter the taboos around maternal mental health
Charlotte RogersThe chocolate brand is teaming up with Channel 4 on the second phase of its campaign to raise awareness of maternal mental health, encouraging the public to swap social media likes for genuine support.
PepsiCo hires Mars Pet Nutrition CMO Jane Wakely for key marketing role
Michaela JeffersonAfter two decades working at Mars in a range of marketing leadership roles, Wakely has been tapped for the top marketing position at drinks giant PepsiCo.
3 questions I wish I’d asked as a junior marketer: Mars Petcare’s Helen Warren-Piper
Charlotte RogersThe chief growth officer challenges her younger self to push for societal value, make advertising that truly reflects the population and think about consumers as individuals.
Mars on the value of adopting an ‘ROI++’ mindset
Marketing Week ReportersWhile demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Study reveals ‘effectiveness dividend’ created by diversity in advertising
Michaela JeffersonNew research by System1, ITV and DECA has proved the positive impact diverse representation has on both long- and short-term advertising effectiveness.
‘Surround yourself with black belts’: Mars’s global president on being a successful leader
Manny PhamAs former marketer Fiona Dawson prepares to retire from Mars after 33 years, she advises marketers to know where their strengths and weaknesses lie and to stop chasing perfection as it will only hinder progress.
How brands have used lockdown as a testbed for DTC success
Matthew ValentineEstablished brands from the worlds of FMCG to automotive have used the pandemic as an opportunity to accelerate their ecommerce plans and make a DTC debut.
Going for gold: Meet the brands revving up for a delayed summer of sport
Matt BarkerThe postponement of the Tokyo Olympics and Euro 2020 tournament may have given sponsors time to rethink and restrategise, but a year on they want sports fans to start believing the hype.
Mars Petcare on taking its support of the LGBT community ‘to the next level’
Charlotte RogersThrough an on-pack takeover of Dreamies, the pet care giant is looking to drive awareness of its LGBT Foundation partnership and power its internal “inclusion first” strategy.
Henkel’s marketing boss: ROI is one of the sexiest tools open to marketers
Charlotte RogersWhile it is important to understand its limitations and resist an obsession with short-term thinking, return on investment remains a powerful metric for marketers when used correctly, says Henkel marketing boss Nikki Vadera.
Mars’ top marketer on the value of ‘progress over perfection’
Manny PhamThe brand’s marketing vice-president for Europe talks about Mars Wrigley’s growth plans for ecommerce and the fact you often “learn more through the failures”.