Mars restructures marketing, global CMO steps down

Rosie Baker
By Rosie Baker | 2 May 2016
Bruce McColl

Bruce McColl, the global CMO of Mars, is stepping down from his role as part of a restructure of the global marking organisation that will bring sales and marketing closer together.

Mars is axing the CMO role and Andrew Clarke who was appointed chief customer officer in 2015 is taking on the newly created role of chief marketing and customer officer.

McColl, an Aussie, has been in the top marketing role for a decade and with Mars for 24 years, spoke in Sydney at AANA Reset conference last year. He told the room that good clients need to give their agencies the freedom to do great work, by paying them fairly and treating them well. 

The company said in a statement the shift is to “address the dynamic shifts in retail, ecommerce and consumer shopping behaviours”.

It says the new role demonstrates a “fresh approach to stewarding and connecting its sales and marketing”.

Mars president and CEO Grant F. Reid recognised McColl for creating a “legacy of brand-building” at Mars.

He said: “Marketplace dynamics are blurring the lines between sales and marketing. Retail and shopper trends are moving at a remarkable pace and digital is providing new routes to reach consumers that blend advertising and selling. We’re evolving our approach to advance the way our marketing and customer strategies work together to address these trends.”

Clarke added: “Mars has tremendous brands supported by world-class marketing communications, and that will continue as the expert CMOs in our segments drive creativity and innovation. Building on that, consumers are demanding a more seamless brand experience, and we have an opportunity to grow our categories with our brands and our customers. In this new role I see myself as a connector between our muscle in marketing and our strength in sales.”

It’s not thought that there will be a direct impact on how the local team is structured.

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