The new rules of marketing, according to Mars

This event report outlines how Mars, manufacturer of confectionery, pet food and other food products, is taking a four-pronged approach to evolving its core brands to keep them relevant and overcome consumer indifference.

The new rules of marketing, according to Mars

Andrea Sophocleous

In 2015, the world's consumers are not eagerly anticipating a brand's latest piece of advertising.

With consumers distracted and overloaded with information from all kinds of channels, the biggest challenge marketers must overcome is consumer indifference. Mars, the world's leading manufacturer of confectionery, pet food and other food products raking in US$35 billion in annual sales, has a four-pronged strategy to avoid becoming wallpaper.

Speaking at the Australian Association of National Advertisers (AANA) Reset conference in Sydney, Mars Global Chief Marketing Officer Bruce McColl said the global player was...

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