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.
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”.
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.
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.
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.
Maltesers’ new campaign aims to tackle the challenges of lockdown through humour as it takes the long-term view on marketing through coronavirus.
FMCG giant Mars is extending its internal incubator programme into brand development after its success in testing new marketing ideas.
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.
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.