How General Mills muscled up its marketing with a purpose

This event report shows how General Mills, the food group, has put purpose-driven marketing at the heart of its strategy.

How General Mills muscled up its marketing with a purpose

Geoffrey PrecourtWarc

Even for some of America's most beloved brands, "It is very challenging to find growth."

Economic self-confidence, for one thing, isn't where it used to be. Nor is marketing.

The world according to Mark Addicks, svp/cmo of General Mills and one of the most respected Fortune 500 marketers, is currently a complex one: "Households are five years into recovery, and they really haven't recovered. In fact, they've actually fallen behind. Their incomes are down around 8% from where they were five years ago.

"We see...

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