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

Geoffrey Precourt

"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 and red flags," Lion revealed to the audience at the Advertising Research Foundation's (ARF) Audience Measurement 8.0 conference.

Sebastien Lion addresses the ARF Audience Measurement 8.0 conference
Photo credit: Billy Goodman