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News Uncategorized

6 ways Mars Petcare is using DTC to develop ‘better marketers’

Michaela Jefferson

The 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.

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16 Feb 2022 7:00 am
News Uncategorized

Mars Petcare hails the ‘power’ of uniting brand and performance marketers

Michaela Jefferson

A 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.

4 Feb 2022 12:21 pm
Sheba 4am Stories
Opinion Uncategorized

And the winner of campaign of the year is…

Mark Ritson

Great diagnosis, smart insight, clever use of media and inventive execution, Sheba’s ‘4am Stories’ is a masterclass in simple but highly effective marketing.

10 Dec 2021 1:00 pm
Maltesers maternal mental health
Analysis Uncategorized

How Maltesers plans to shatter the taboos around maternal mental health

Charlotte Rogers

The 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.

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19 Nov 2021 12:01 am
pepsi
News Uncategorized

PepsiCo hires Mars Pet Nutrition CMO Jane Wakely for key marketing role

Michaela Jefferson

After 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.

14 Nov 2021 9:26 pm
Question mark
Analysis Uncategorized

3 questions I wish I’d asked as a junior marketer: Mars Petcare’s Helen Warren-Piper

Charlotte Rogers

The 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.

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2 Nov 2021 7:00 am
ROI
Analysis Uncategorized

Mars on the value of adopting an ‘ROI++’ mindset

Marketing Week Reporters

While 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. 

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5 Aug 2021 7:15 am
News Uncategorized

Study reveals ‘effectiveness dividend’ created by diversity in advertising

Michaela Jefferson

New research by System1, ITV and DECA has proved the positive impact diverse representation has on both long- and short-term advertising effectiveness.

13 Jul 2021 12:01 am
Analysis Uncategorized

‘Surround yourself with black belts’: Mars’s global president on being a successful leader

Manny Pham

As 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.

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2 Jul 2021 6:55 am
Delivery
Analysis Uncategorized

How brands have used lockdown as a testbed for DTC success

Matthew Valentine

Established 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.

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2 Jun 2021 7:00 am
Analysis Uncategorized

Going for gold: Meet the brands revving up for a delayed summer of sport

Matt Barker

The 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.

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17 May 2021 7:23 am
Dreamies Mars
Analysis Uncategorized

Mars Petcare on taking its support of the LGBT community ‘to the next level’

Charlotte Rogers

Through 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.

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6 May 2021 12:01 am
Money
News Uncategorized

Henkel’s marketing boss: ROI is one of the sexiest tools open to marketers

Charlotte Rogers

While 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.

25 Mar 2021 2:45 pm
Mars
Analysis Uncategorized

Mars’ top marketer on the value of ‘progress over perfection’

Manny Pham

The 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”.

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17 Mar 2021 7:00 am
Analysis Uncategorized

Salary Survey 2021: Brand values and diversity commitments tested by the crisis

Matthew Valentine

Amid the career disruption of the past 12 months, marketers are looking for their companies to prioritise diversity and inclusion, invest in brand values and commit to transparent internal communication.

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1 Mar 2021 7:00 am
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