How Mars Petcare is protecting innovation in the boardroom amid inflation
According to European marketing director Chris Rodi, Mars Petcare has learned when to take “big bets” on innovations and when to be more frugal.
With the UK’s rate of inflation up to a 40-year high of 10.1% in July, many businesses are cutting costs to manage the challenging macroeconomic conditions. Marketers are therefore coming under rising pressure to justify every pound spent.
Investment in innovation can be particularly difficult to sell in to the wider business during financially challenging times, says Mars Petcare’s European marketing director of natural and health brands, Chris Rodi.