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
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.
Mars’s US brand director succeeds Michele Oliver as top UK marketer
Molly FlemingKerry Cavanaugh will be making the move from the US to the UK following Oliver’s promotion to a global brand purpose role at Mars.
Mars promotes Michele Oliver to global brand purpose role
Molly FlemingHer promotion comes as Mars looks to make diversity and inclusion a bigger part of its marketing and communications globally.
Mars hires Premier Foods’ top marketer as sales director
Russell ParsonsHelen Warren-Piper will make the move into to sales in April, after more than 20 years in marketing.
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Mars’s CMO on driving growth and the evolution of evidence-based marketing
Leonie RoderickMars’s chief marketing and customer officer Andrew Clarke tells Marketing Week his plans for the consumer goods giant and how purpose-based marketing will help achieve his goals.