Mars CMO Bruce McColl on the need for 'big ideas' in advertising

Bruce McColl: Mars chief marketer officer
Bruce McColl: Mars chief marketer officer

Bruce McColl, the chief marketing officer at Mars, named brand Advertiser of the Year at Cannes Lions, talks about the courage it takes to invest in creative marketing and the biggest challenges facing the confectionery giant.

McColl said the biggest challenge the brand has faced is one of scale, trying to reach "the billions of people across the globe".

He said it is vital to have a "good story" to successfully be able to reach an audience of that magnitude.

Watch the Bruce McColl interview below and read the full interview here.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now