Mars CMO Bruce McColl on the need for 'big ideas' in advertising
Monday, 23 July 2012,
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
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.