Mars’s CMO on driving growth and the evolution of evidence-based marketing

Andrew Clarke is on a mission to make Mars a place where marketers can be brave in what he describes as a “difficult and disruptive” time for the industry.

He believes more businesses should trust their marketers to produce the right work while putting a bigger focus on diversity, something which has been evident in the work Maltesers and Snickers have delivered in recent months.

Clarke stepped into his role since last year, following the departure of Mars’ global CMO Bruce McColl who spent more than 24 years with the consumer goods company. Like McColl, Clarke is a Mars veteran, having worked his way up through multiple sales and marketing roles over the course of 15 years.

Talking to Marketing Week following his talk at the Marketing Society’s Brave Conference last month, he shares his lessons from his first year in charge, and discusses whether Mars plans to cut back on digital marketing like competitors P&G and Unilever, and why his views on mass targeting are different to his predecessor.

Both P&G and Unilever have recently cut back their digital investment – is Mars going to follow suit?

Read more on Marketing Week.

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