Demonstrate innovation in your communications and win the $10,000 Warc Prize.


Brand New: Innovation in a challenging world

Fiona Dawson
Mars Chocolate

It is a great honour and privilege to talk to you not just about the role of branding and building strong brands, but also the part that innovation plays in ensuring their future success.

What I wish to do is to take you on a journey, starting with the company I work for - Mars Chocolate. Some people will say it is a very private company, but actually we just have the benefit of being privately owned. Founded in the UK in the 1930s, Mars is a company very much defined by the success of its brands. In fact the company name is so inextricably linked with our most iconic brand, the Mars bar, that even if the company is doing well it doesn't feel as if we are winning unless the Mars bar is outperforming the competition.