Mars is looking to address shifts in retail, ecommerce and consumer shopping with a new global marketing approach, following the retirement of long-standing CMO Bruce McColl.
Chief customer officer Andrew Clarke has been promoted to the newly created role of chief marketing and customer officer, while chief marketing officer McColl will retire from the company in June after 24 years.
“Mars has tremendous brands supported by world-class marketing communications, and that will continue as the expert CMOs in our segments drive creativity and innovation,” said Clarke.
“Building on that, consumers are demanding a more seamless brand experience, and we have an opportunity to grow our categories with our brands and our customers.
“In this new role I see myself as a connector between our muscle in marketing and our strength in sales, and I couldn’t be more excited about the opportunity.”
Mars has taken this approach due to digital providing new routes of reaching consumers that blend advertising and selling, with retail and shopper trends moving at a faster pace. The company’s strategy was devised by Clarke and McColl to look at demand in a more integrated way.
“Bruce McColl will be missed by everyone who works with him,” said Mars president and chief executive Grant Reid. “His stewardship of our global agency relationships and collaboration with the marketing community at Mars have resulted in a legacy of brand-building, and a team of great marketers who are elemental to our success with consumers and customers.
“I’m personally grateful for all he has done for Mars and wish him every happiness in his retirement.”