Mars global CMO steps down, chief customer officer takes over

Mars announces departure of Bruce McColl after a decade leading marketing at the snacking and food giant

Bruce McColl at the 2015 AANA Reset conference
Bruce McColl at the 2015 AANA Reset conference

Mars will extend the role of its chief customer officer to also include marketing following the departure of global CMO, Bruce McColl.

McColl has been at the marketing helm for the past 10 years, and with the snacking and food giant for 24. He will retire in June and be replaced by Andrew Clarke, who became the brand’s chief customer officer last year and will now oversee media, consumer marketing and sales.

In a statement, Mars president and CEO, Grant Reid, noted marketplace dynamics are blurring the lines between sales and marketing.

“Retail and shopper trends are moving at a remarkable pace and digital is providing new routes to reach consumers that blend advertising and selling,” Reid stated. “We’ve evolving our approach to advance the way our marketing and customer strategies work together to address these trends.”

The statement also noted Clarke and McColl had been working over the last year on creating a strategy to look at demand in a more integrated way.

“Mars has tremendous brands supported by world-class marketing communications, and that will continue as the expert CMOs in our segments drive creativity and innovation,” Clarke stated. “Building on that, consumers are demanding a more seamless brand experience, and we have an opportunity to grow our categories with our brands and our customers.

“In this new role, I see myself as a connector between our muscle in marketing and our strength in sales, and I couldn’t be more excited about the opportunity.”

Reid also thanked McColl for his significant contribution to the brand, a list that includes winning the 2012 Cannes Global Advertiser of the Year and the 2015 Client of the Year at the prestigious The One Show.

“His stewardship of our global agency relationships and collaboration with the marketing community at Mars have resulted in a legacy of brand-building, and a team of great marketers who are elemental to our success with consumers and customers,” he said. “I’m personally grateful for all he has done for Mars and wish him every happiness in his retirement.”

McColl told attendees at last year's AANA Reset conference that marketers needed stop using fear as the basis of agency relationships and put more emphasis on curiosity, collaboration and profitability if they hope to achieve sustained creativity.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in