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!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Educational activities is always a prestigious approaches in taking time for the smoother operational planning to implement in the long r...

ikuyo

Save the Children's marketing chief swaps not-for-profit for education

Read more

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Latest Podcast

More podcasts

Sign in