Mars on the value of adopting an ‘ROI++’ mindset
Marketing Week ReportersWhile 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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Study reveals ‘effectiveness dividend’ created by diversity in advertising
Michaela JeffersonNew research by System1, ITV and DECA has proved the positive impact diverse representation has on both long- and short-term advertising effectiveness.
‘Surround yourself with black belts’: Mars’s global president on being a successful leader
Manny PhamAs 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.
How brands have used lockdown as a testbed for DTC success
Matthew ValentineEstablished 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.
Going for gold: Meet the brands revving up for a delayed summer of sport
Matt BarkerThe 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.
Mars Petcare on taking its support of the LGBT community ‘to the next level’
Charlotte RogersThrough 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.
Henkel’s marketing boss: ROI is one of the sexiest tools open to marketers
Charlotte RogersWhile 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.
Mars’ top marketer on the value of ‘progress over perfection’
Manny PhamThe 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”.
Salary Survey 2021: Brand values and diversity commitments tested by the crisis
Matthew ValentineAmid 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.
Mars: Our scale means we can make a real difference to gender equality
Matthew ValentineMars’s global marketing vice-president, Michele Oliver, says the initiative is not a competitive play, but part of a wider ambition to drive change.
Mars rebrands Uncle Ben’s after criticisms over racial stereotyping
Sarah VizardThe move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
‘Now is not the time for sales metrics’: Maltesers on bringing the ‘light side’ to lockdown
Sarah VizardMaltesers’ new campaign aims to tackle the challenges of lockdown through humour as it takes the long-term view on marketing through coronavirus.
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Mars creates internal incubator programme for brand launches
Matthew ValentineFMCG giant Mars is extending its internal incubator programme into brand development after its success in testing new marketing ideas.
Sustainability, wellbeing, hope: The new measures of business success
Ellen HammettAs attitudes change, brands old and new are changing the way they measure corporate success, with non-financial KPIs becoming an increasingly important part of the mix.
3 questions I wish I’d asked as a junior marketer: Mars’s Berta de Pablos-Barbier
Molly FlemingAs chief growth officer of Mars, Berta de Pablos-Barbier is dedicated to eliminating stereotypes, but as a junior marketer one senior leader’s advice to get rid of her accent and adapt her leadership style nearly changed the course of her career.