"When you are the number one chocolate brand in the world, everything you do is going to be looked at," said Berta de Pablos-Barbier at the 2016 PRWeek Conference. "So we have to be careful and there is a lot of risk involved, because if you get it wrong, you get it wrong big time and it is very visible."
PRWeek senior reporter Diana Bradley caught up with Pablos-Barbier following her presentation at the conference to discuss how M&M's incorporates influencers, the brand's initial reluctance to celebrate its 75th anniversary, and why connecting to consumer culture matters for marketers.
