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Mars

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News Uncategorized

Mars Wrigley creates chief customer role for Europe

Lucy Tesseras

The confectionery giant has appointed its first chief customer officer to “develop and consolidate” its consumer strategy across Europe.

31 Aug 2023 5:01 pm
News Uncategorized

Mars claims gender parity on-screen in its advertising

Niamh Carroll

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.

12 Jul 2023 2:46 pm
Mars
Analysis Uncategorized

Inside Mars Wrigley’s transformation to keep ahead of consumers

Niamh Carroll

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.

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7 Jul 2023 6:35 am
News Uncategorized

Mars Pet Nutrition appoints marketer Helen Warren-Piper to global strategy role

Rachel Lawler

She leaves behind her role as chief growth officer and will focus on ‘strategic priorities’ for Mars Pet Nutrition’s range of brands.

24 May 2023 12:37 pm
Analysis Uncategorized

Why Galaxy is making brand purpose its ‘number one priority’ this year

Michaela Jefferson

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.

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4 Apr 2023 12:01 am
Mars
News Uncategorized

Mars CEO: Attacks on brand purpose are ‘nonsense’

Niamh Carroll

Dismissing its critics, Mars’s CEO believes brand purpose is an essential tool for “quality” companies in both talent acquisition and driving profit.

20 Mar 2023 1:48 pm
Analysis Uncategorized

How Mars Petcare is protecting innovation in the boardroom amid inflation

Niamh Carroll

According to European marketing director Chris Rodi, Mars Petcare has learned when to take “big bets” on innovations and when to be more frugal.

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8 Sep 2022 7:00 am
Analysis Uncategorized

Mars Petcare on approaching innovation as ‘platforms not projects’ 

Niamh Carroll

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.

23 Aug 2022 7:30 am
Question mark
Analysis Uncategorized

3 questions I wish I’d asked as a junior marketer: Mars’s Michele Oliver

Molly Innes

Global vice-president for brand purpose at Mars, Michele Oliver reflects on the roles pay, flexibility and diversity have had on her career.

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20 Jul 2022 7:00 am
Mars
Analysis Uncategorized

Mars on why brands risk seeing purpose as a panacea

Molly Innes

Conversations around purpose aren’t “nuanced enough”, says Mars vice-president of brand purpose Michele Oliver.

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8 Jul 2022 7:00 am
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
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