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failure
Analysis Uncategorized

Why failure helps create better marketers

Lucy Tesseras

The word ‘failure’ conjures up many negative connotations, but it shouldn’t always be seen a bad thing because marketers often learn far more when things go wrong.

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6 Aug 2019 2:51 pm
Analysis Uncategorized

Generalists to specialists: Brands are struggling to find marketers with the right skills

Ellen Hammett

The shift to hire people with specialist skills is creating new challenges for brands, so what needs to be done to ensure there are enough experts suitable for the tasks marketers now need to perform?

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31 Jul 2019 7:00 am
Analysis Uncategorized

Watch: Ritson on how Snickers perfectly balanced differentiation and distinctiveness

Marketing Week Reporters

Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes.

15 Jul 2019 4:52 pm
Mars
Analysis Uncategorized

How Mars’ shift from CMO to chief growth officer has reframed marketing

Lucy Tesseras

Bringing in a role that is broader than the traditional CMO, has forced Mars to “think differently”, both from a marketing and recruitment perspective.

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12 Jul 2019 7:00 am
Mars
News Uncategorized

Mars’s three-point strategy to improve gender equality in its advertising

Lucy Tesseras

The 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.

19 Jun 2019 9:25 am
Mars
News Uncategorized

‘It’s not a marketing gimmick’: Mars on the power of purpose in a polarised world

Charlotte Rogers

As 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.

29 Mar 2019 7:00 am
News Uncategorized

Vote for your campaign of the year: The final

Marketing Week Reporters

We’ve gone from 16 down to two and now it’s time to decide the ultimate winner of our campaign of 2018 poll.

17 Dec 2018 4:31 pm
Analysis Uncategorized

Trends for 2019: Brands realise the risk of sitting on the fence

Lucy Tesseras

With 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.

12 Dec 2018 7:00 am
MALTESERS-featured-image
1 Comment
Analysis Uncategorized

Taking on the trolls: Meet the brands fighting hate speech online

Charlotte Rogers

Rather 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.

11 Sep 2018 7:00 am
Online abuse ad break takeover
1 Comment
News Uncategorized

Nationwide, Maltesers and McCain take a stand over online abuse

Sarah Vizard

The 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.

7 Sep 2018 12:01 am
Mars
3 Comments
News Uncategorized

Mars on why its top marketers are becoming ‘chief demand officers’

Sarah Vizard

The 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.

15 Aug 2018 7:00 am
mars
2 Comments
Analysis Uncategorized

How Mars’ marketing has ‘grown up’

Lucy Tesseras

As 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.

27 Jul 2018 7:00 am
Mars
News Uncategorized

Mars CMO tasked with ‘driving growth’ in new role as president of confectionery business

Molly Fleming

Andrew 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”.

19 Jun 2018 1:56 pm
News Uncategorized

Maltesers on why marketing must be embedded from the start for innovation to succeed

Molly Fleming

With 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.

29 May 2018 4:46 pm
Mars
News Uncategorized

Mars’s US brand director succeeds Michele Oliver as top UK marketer

Molly Fleming

Kerry Cavanaugh will be making the move from the US to the UK following Oliver’s promotion to a global brand purpose role at Mars.

16 May 2018 9:45 am
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