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.
Mars is tackling climate change through a three-pronged strategy that will target its consumers, suppliers and its own operations.
Galaxy is launching a new campaign to highlight its “fresh, contemporary and modern” repositioning, which it hopes will appeal to younger consumers.
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.
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?
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.
Bringing in a role that is broader than the traditional CMO, has forced Mars to “think differently”, both from a marketing and recruitment perspective.
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.
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.
We’ve gone from 16 down to two and now it’s time to decide the ultimate winner of our campaign of 2018 poll.
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.
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.
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.
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.
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.