Mars

The Transformation

From inconsistent brand building

To building brands for mutual value, a radically human brand transformation

The Challenge

Having set seismic goals to double in size and become sustainable within a generation, Mars’ five global Chief Marketing Officers began the journey to reimagine the fundamentals of brand-building for the next generation. But they also believed it was crucial to retain what’s special and authentic about Mars.

A transformed marketing organization

21CB partnered with Jane Wakely, the lead CMO, and the five-strong Segment CMO Team to design a radically human transformation to simultaneously inspire with a purposeful vision for the role of marketing in the 2020s and equip their vast marketing organisation with a mix of cutting edge capabilities, tools and cultural nudges. 

New methods, new ideas

We designed a series of inspirational and educational tools and an immersive portal of podcasts, videos, and other content. We ran thousands of simultaneous virtual training sessions to road test them on live challenges – 333 breakouts on 1 Zoom, bringing together 2,500+ Associates from across the world to share ideas and make connections.

A GLOBAL MARKETING FESTIVAL

333
BREAKOUTS
2500+
GLOBAL ASSOCIATES
ONE
ZOOM

ENGAGED AND ENHANCED

Over 50 tools, cases and pieces of content were housed on a BBMV world portal, with never before seen record engagement 90%+!

Combined Shape Copy 2

“21CB elevated our thinking and our collaboration – it took a lot of intense collaboration in segments across multiple geographies, and living in a pandemic added a layer of complexity to the preparation and delivery. To pull this off in such an engaging way, was quite a remarkable achievement.” 

Rankin Carroll, Global VP – Chief Brand & Content Officer, Mars Wrigley

IMMEDIATE IMPACT %

+100%
increase in Media Test & Learns in 2021
x2
90% employee engagement on portal content
>400
marketing & product innovations inspired by the program within 18 months

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