Galaxy aims to futureproof its brand with ‘step change’ in brand positioning
Molly FlemingGalaxy is launching a new campaign to highlight its “fresh, contemporary and modern” repositioning, which it hopes will appeal to younger consumers.
Mars
Why failure helps create better marketers
Lucy TesserasThe word ‘failure’ conjures up many negative connotations, but it shouldn’t always be seen a bad thing because marketers often learn far more when things go wrong.
Generalists to specialists: Brands are struggling to find marketers with the right skills
Ellen HammettThe shift to hire people with specialist skills is creating new challenges for brands, so what needs to be done to ensure there are enough experts suitable for the tasks marketers now need to perform?
Watch: Ritson on how Snickers perfectly balanced differentiation and distinctiveness
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes.
How Mars’ shift from CMO to chief growth officer has reframed marketing
Lucy TesserasBringing in a role that is broader than the traditional CMO, has forced Mars to “think differently”, both from a marketing and recruitment perspective.
Mars’s three-point strategy to improve gender equality in its advertising
Lucy TesserasThe FMCG giant wants to “unprogramme” the way marketers and agency partners think to address the gender bias in its advertising, after research revealed men outnumber women three to two.
‘It’s not a marketing gimmick’: Mars on the power of purpose in a polarised world
Charlotte RogersAs Mars rolls-out its global rebrand and purpose statement, Michele Oliver says it’s more important than ever for brands to stand for something, while marketers must act as cheerleaders for creativity that genuinely makes the world a better place.
Vote for your campaign of the year: The final
Marketing Week ReportersWe’ve gone from 16 down to two and now it’s time to decide the ultimate winner of our campaign of 2018 poll.
Trends for 2019: Brands realise the risk of sitting on the fence
Lucy TesserasWith consumer trust in brands falling, companies need to be willing to have a voice on certain topics, failure to do so could actually be more damaging than keeping quiet in 2019.
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Taking on the trolls: Meet the brands fighting hate speech online
Charlotte RogersRather than staying silent or hiding comments, an increasing number of brands are calling out the abusive behaviour of online trolls by drawing attention to the real-life impact of hate speech.
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Nationwide, Maltesers and McCain take a stand over online abuse
Sarah VizardThe brands have teamed up with Channel 4 to broadcast a primetime ad break takeover that aims to highlight the hateful and sometimes violent social media posts aimed at real people cast in their ads, with the hope it will get more people to think about the impact such comments can have.
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Mars on why its top marketers are becoming ‘chief demand officers’
Sarah VizardThe FMCG giant is pulling together its marketing and sales teams as it looks to improve marketing effectiveness and ensure it is driving both brand and category growth.
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How Mars’ marketing has ‘grown up’
Lucy TesserasAs Mars introduces the fourth iteration of its marketing code, the brand is looking to bolster its commitment to responsible marketing and ensure marketers play by its rules.
Mars CMO tasked with ‘driving growth’ in new role as president of confectionery business
Molly FlemingAndrew Clarke has been with the business for 18 years in various leadership roles and has a track record for “driving ambitious change while delivering results”.
Maltesers on why marketing must be embedded from the start for innovation to succeed
Molly FlemingWith the launch of two new products marking its first foray into the premium sector, Maltesers’ brand director explains why marketing must be involved with innovation from the outset.