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.
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”.
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.
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.
Her promotion comes as Mars looks to make diversity and inclusion a bigger part of its marketing and communications globally.
Helen Warren-Piper will make the move into to sales in April, after more than 20 years in marketing.
Mars’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.
Maltesers was crowned Marketing Week’s ‘Brand of the Year’ for its approach to diversity and inclusion in its advertising but now wants to take that further by integrating it across the Mars business.