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

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.

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

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.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).