Mars: great advertising is effective advertising

Mars advertising campaigns were honoured at this year’s Cannes Lions Festival of Creativity. On Saturday 23 June, Bruce McColl, chief marketing officer, Mars, Incorporated accepted the Cannes Lions award for Advertiser of the Year on behalf of Mars, who also won seven other Lions at the festival. Speaking ahead of the award, McColl along with Chuck Brymer, president and chief executive officer of DDB and Andrew Robertson, president and chief executive officer of BBDO Worldwide spoke about how client and agency partnerships produce great marketing.

“Powerful ideas travel fast,” said McColl. “Our PEDIGREE® Dog Adoption campaign was born in the US and was rapidly embraced in over 40 markets. We want talented people working on real time business challenges. When they find a solution that works, their global colleagues are eager to share in that success. It is why we value people that can both develop and recognize great work. Mars harnesses the power of partnerships. That’s the secret of our success.”

Sustained brand growth

Commenting on the award, Paul S. Michaels, president, Mars, Incorporated said; “Ultimately great advertising is effective advertising, particularly when I see sustained growth on 80 year old brands such as SNICKERS® as an example. Outstanding creativity connects with consumers across generations, geographies, cultures and languages”.

Chuck Brymer, president and CEO, DDB had this to say, “In our time working with Mars , it is readily apparent that they believe in the power of their brands and in the power of creativity to positively impact their business. Mars not only talks about their desire to create great work but they also create an environment that puts the people, the agencies and the processes together to allow for inspired ideas to come to life that stand the test of time.”

The team also took the opportunity to unveil the upcoming Twix campaign (photo), based on the idea of rivalry and how people like to pick sides. The campaign will debut in the US and Germany in July before running elsewhere later.

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