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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
stereotypes
Analysis Uncategorized

Mars: Our scale means we can make a real difference to gender equality

Matthew Valentine

Mars’s global marketing vice-president, Michele Oliver, says the initiative is not a competitive play, but part of a wider ambition to drive change.

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29 Jan 2021 11:18 am
Ben's Original
News Uncategorized

Mars rebrands Uncle Ben’s after criticisms over racial stereotyping

Sarah Vizard

The 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.

23 Sep 2020 1:06 pm
News Uncategorized

‘Now is not the time for sales metrics’: Maltesers on bringing the ‘light side’ to lockdown

Sarah Vizard

Maltesers’ new campaign aims to tackle the challenges of lockdown through humour as it takes the long-term view on marketing through coronavirus.

13 May 2020 5:29 pm
Mars
1 Comment
News Uncategorized

Mars creates internal incubator programme for brand launches

Matthew Valentine

FMCG giant Mars is extending its internal incubator programme into brand development after its success in testing new marketing ideas.

21 Feb 2020 7:15 am
Sustainability
Analysis Uncategorized

Sustainability, wellbeing, hope: The new measures of business success

Ellen Hammett

As 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.

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21 Nov 2019 7:00 am
Analysis Uncategorized

3 questions I wish I’d asked as a junior marketer: Mars’s Berta de Pablos-Barbier

Molly Fleming

As 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.

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13 Nov 2019 7:00 am
Analysis Uncategorized

Why Mars is making sustainability a business KPI

Molly Fleming

Mars is tackling climate change through a three-pronged strategy that will target its consumers, suppliers and its own operations.

30 Sep 2019 3:06 pm
News Uncategorized

Galaxy aims to futureproof its brand with ‘step change’ in brand positioning

Molly Fleming

Galaxy is launching a new campaign to highlight its “fresh, contemporary and modern” repositioning, which it hopes will appeal to younger consumers.

12 Aug 2019 4:58 pm
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