Mars makes the case for responsible marketing

Stephen Whiteside

Mars, the confectionery giant, has a commitment to responsible marketing that helps steer its communications activity in various ways.

Mars Inc. is an expert at making sweet treats and wholesome family foods – and is just as focused on developing the perfect recipe for responsible marketing.

Rob Rakowitz, global head/media at Mars – the manufacturer of candy offerings like M&M’s, Snickers, Twix and Milky Way, Wrigley gum, Dolmio sauces and Uncle Ben’s rice – is tasked with achieving both of these goals as he stewards a global budget topping $1.4 billion.

While many companies have an internal brand-building playbook to draw upon, Mars has gone a step further in breaking down the ethical considerations that are intended to underpin...

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