From flags to feedback – how Mars uses insights to drive growth

The insights function at Mars has been on a transformative journey since 2005. At that point, the return on investment from its advertising fell below industry benchmarks.

From flags to feedback – how Mars uses insights to drive growth

Geoffrey PrecourtWarc

"To get insights translated into action," said Sebastien Lion, global consumer and market insight director at the petcare group of Mars Inc., all the parties invested in the process - agencies, insights teams, researchers, scientists and marketers - gather around a table. "And we update what we know."

At which point, the decision-making process begins to sound more like something from the early days of the 102-year-old company than the practice of a modern-day global marketer. "Everybody around the table has flags - green flags...

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