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

Staff, marketingmagazine.co.uk, Monday, 23 July 2012, 9:20am,

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.

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

This article was first published on marketingmagazine.co.uk