The global chief marketing officer of the privately owned $30 billion Mars consumer goods conglomerate has singled out the need to push creative boundaries as one of the most important growth contributors for the company in 2013.
The focus was less about the digital and social media bullrush for 20-year Mars veteran and Australian Bruce McColl, who told AdNews the “lack of bureaucracy” and management layers at Mars headquarters in the US was central in pushing Mars’ sales growth and agenda for better storytelling and communications across its diverse brand portfolio.
Mars’ $30 billion business has just 100 people in its US head office, McColl being one of them. His global marketing team has just six people.
McColl was visiting the Australian and New Zealand operations of Clemenger BBDO with worldwide BBDO director St. John Walshe – both executives said they were here to uncover “some of the secret sauce” which has the local operation consistently delivering some of the best work and results for Mars in the world.
“The impact they have on the Mars and BBDO networks globally in terms of the quality of work we get is currently understated,” McColl said.
But he also said the globally decentralised organisational structure of Mars was pivotal in identifying and rolling out ideas and campaigns fast.
“You’ve got to have courage within creativity, take some risks and you’ve got to trust each other as a client and an agency,” McColl said. “We are a decentralised organisation and what that relies on is a very clear framework on how we go to market.
“It relies on great creativity at a local market level with people really sharing through the network – the BBDO network and the Mars network. What we are impressed with in Australia and New Zealand is the level of ideas they generate and the receptivity to take great ideas and make them drive their businesses.”
Walshe said the way BBDO worked with Mars was different to most of its other global clients. “There is a positive informality to the relationship,” he said. “It’s true there is very little bureaucracy. The feedback I get from our agencies is an idea travels to the top of the organisation here very quickly. There’s a real sense of excitement about marketing ideas themselves so it’s not getting lost inside the noise of the company.”
This article first appeared in the 25 January 2013 edition of AdNews, in print and on iPad. Click here to subscribe for more news, features and opinion.
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