Tasked with managing the tensions between long and short-term growth, Mars Food & Nutrition marketing boss Matthew Graham explains how his team focused on “fewer, bigger, better” innovation.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
The confectioner’s play to win the chocolate war by axing Bounty helped Celebrations pull ahead of its key competitors over the Christmas season.
Private ownership means Mars can be ‘bold’ and think about the long-term health of its business without being distracted by short-term thinking, says senior brand director and business unit director, Kerry Cavanaugh.
The potential cull of Bounty from the Celebrations tub sparked frenzied debate from the pages of the New York Times to Good Morning Britain.
The loss-making chocolate brand has been bought by Mars for £534m, as its new owner looks to boost its premium appeal.
The confectionery giant has appointed its first chief customer officer to “develop and consolidate” its consumer strategy across Europe.
Half of characters depicted in Mars advertising are now women, a 51% increase on 2018 levels. Racial representation has also improved, with people of colour now making up almost two-thirds of those on-screen.
Mars Wrigley’s chief brand officer says its marketing is “building on the shoulders of giants”, but to keep up with evolving consumer demands it has been overhauling how it approaches media, data, team building and purpose.
She leaves behind her role as chief growth officer and will focus on ‘strategic priorities’ for Mars Pet Nutrition’s range of brands.
Brand purpose attracts its fair share of criticism from marketers and shareholders alike, but according to Galaxy’s UK brand director, its value is seen in “generations”, not quarters.
Dismissing its critics, Mars’s CEO believes brand purpose is an essential tool for “quality” companies in both talent acquisition and driving profit.
According to European marketing director Chris Rodi, Mars Petcare has learned when to take “big bets” on innovations and when to be more frugal.
Even as the cost of living crisis pushes price up consumers’ agendas, they still demand product innovation from brands, according to Mars Petcare’s Chris Rodi.
Global vice-president for brand purpose at Mars, Michele Oliver reflects on the roles pay, flexibility and diversity have had on her career.