The pet food giant’s European marketing director outlines six lessons he and his team have learned through launching five direct-to-consumer businesses over the past 18 months.
A closer relationship between its brand and performance marketers helped Mars Petcare cut the cost per acquisition of pet food brand James Wellbeloved by 57%, while giving its brand team valuable insight to help “sharpen” its ads.
Great diagnosis, smart insight, clever use of media and inventive execution, Sheba’s ‘4am Stories’ is a masterclass in simple but highly effective marketing.
The chocolate brand is teaming up with Channel 4 on the second phase of its campaign to raise awareness of maternal mental health, encouraging the public to swap social media likes for genuine support.
After two decades working at Mars in a range of marketing leadership roles, Wakely has been tapped for the top marketing position at drinks giant PepsiCo.
The chief growth officer challenges her younger self to push for societal value, make advertising that truly reflects the population and think about consumers as individuals.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
New research by System1, ITV and DECA has proved the positive impact diverse representation has on both long- and short-term advertising effectiveness.
As former marketer Fiona Dawson prepares to retire from Mars after 33 years, she advises marketers to know where their strengths and weaknesses lie and to stop chasing perfection as it will only hinder progress.
Established brands from the worlds of FMCG to automotive have used the pandemic as an opportunity to accelerate their ecommerce plans and make a DTC debut.
The postponement of the Tokyo Olympics and Euro 2020 tournament may have given sponsors time to rethink and restrategise, but a year on they want sports fans to start believing the hype.
Through an on-pack takeover of Dreamies, the pet care giant is looking to drive awareness of its LGBT Foundation partnership and power its internal “inclusion first” strategy.
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.