Targeting doesn't interest Mars marketing chief

This event report details how Mars, the food group, is attempting to reach consumers with impactful marketing messages.

Targeting doesn't interest Mars marketing chief

Geoffrey PrecourtWarc

"I'm not a great believer in targeting," Bruce McColl, Global CMO of Mars Inc., admitted. "Our target is about seven billion people sitting on this planet. It's millennials; it's baby boomers; it's people in the US; it's people in China; it's people in Kenya; it's even people in Australia, every once in a while.

"Our task is to recruit more users," he told the Advertising Research Foundation's (ARF) Re:Think 2016 conference in New York. "We simply can't grow unless we do that. So our strategy is: How do we actually...

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