‘High empathy tasks’: Mars’ CMO on AI, commercial models and being future fit
Niamh CarrollFrom negotiating a changing media landscape to the impact of AI, Mars Food and Nutrition’s CMO is ensuring the brand can meet the challenges of the future.
Mars
‘Rowing in the same direction’: Mars Food on uniting the organisation behind growth
Niamh CarrollHaving marketing and sales singing off the same hymn sheet is crucial to drive sustainable growth, says Mars Food and Nutrition CMO Matthew Graham.
Mars’ top marketer on ‘completely rewriting’ the brand’s playbook
Josh StephensonCo-creating experiences with consumers might feel scary at first, but for Mars it has led to engagement with “no dead ends”, says CMO Gülen Bengi.
Twix ad banned by watchdog for encouraging ‘irresponsible driving’
Niamh CarrollTwix owner Mars Wrigley responded to complaints by stating the ad is “absurd, fantastical and removed from reality”.
Mars to acquire Pringles maker Kellanova for $36bn
Niamh CarrollThe acquisition of snacking company Kellanova is the biggest buyout in consumer packaged goods history, surpassing Mars’s 2008 Wrigley deal.
Mars Petcare’s growth lead on its mission to ‘demystify digital transformation’
Grace GollaschA year and a half on from bringing together its growth, digital transformation and platforms business, Mars Petcare’s Leonid Sudakov says it’s enabling the business to be at the “forefront of digitalisation”.
How Mars Food is driving growth in an ‘unsettled’ 2024
Niamh CarrollTasked 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.
‘We’ll never think we know everything’: Mars on building its effectiveness culture
Niamh CarrollMars 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.
How Mars overtook its rivals with a festive chocolate push
Marketing Week ReportersThe confectioner’s play to win the chocolate war by axing Bounty helped Celebrations pull ahead of its key competitors over the Christmas season.
Mars Wrigley’s top UK marketer: Not having to ‘appease Wall Street’ means marketing can be ‘bold’ in how it thinks
Niamh CarrollPrivate 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.
How Mars got 75 billion impressions from people talking about Bounty
Marketing Week ReportersThe potential cull of Bounty from the Celebrations tub sparked frenzied debate from the pages of the New York Times to Good Morning Britain.
Is Mars the answer to Hotel Chocolat’s global expansion woes?
Molly InnesThe loss-making chocolate brand has been bought by Mars for £534m, as its new owner looks to boost its premium appeal.
Mars Wrigley creates chief customer role for Europe
Lucy TesserasThe confectionery giant has appointed its first chief customer officer to “develop and consolidate” its consumer strategy across Europe.
Mars claims gender parity on-screen in its advertising
Niamh CarrollHalf 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.
Inside Mars Wrigley’s transformation to keep ahead of consumers
Niamh CarrollMars 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.