Former Mars CMO joins Ehrenberg-Bass Institute

Former global marketing leader takes on industry professor position

Mars former global chief marketing officer, Bruce McColl, has joined the Ehrenberg-Bass Institute at the University of South Australia Business School.

McColl, who was at the helm of Mars for the past 10 years and with the confectionary and food brand for the last 24 years, retired from the organisation in June. He has now stepped in as an industry professor and will bring his experience into the classroom as well as advise post-graduate research students.

McColl has been a corporate sponsor and advisory board member of UniSA’s Ehrenberg-Bass Institute, and previously took research spearheaded by the organisation to establish the Mars Marketing Science Laboratory. The Institute is a marketing research hub aimed at advancing marketing knowledge through evidence-based approaches.

In a statement, director of the Ehrenberg-Bass Institute, Professor Byron Sharp, said the insights McColl brings will be invaluable for the students and industry partners.

“The kind of experience Bruce has is unique, he’s seen great changes in the industry and is a leader in the application of scientific knowledge to marketing practice,” he said. “Corporate sponsors of the Ehrenberg-Bass Institute as well as students will benefit from his experience in marrying creativity and science.”

Pro vice-chancellor of business and law, professor Marie Wilson, said McColl’s appointment was an example of the university’s strong focus on providing education and research connected to industry best practice.

“Bruce has had a stellar career in marketing at the highest international level,” Wilson said. “His engagement with our staff and students ensures that we can offer commercial, leading-edge perspectives in our teaching and research.”

Among McColl’s milestones as a marketing leader are winning Advertiser of the Year at the Cannes Lion Awards for Creativity in 2012, Marketer of the Year at the International Food and Beverage Awards in 2015 and 2016, and 2015 Client of the Year at The One Show.

McColl’s role at Mars was replaced by chief customer officer, Andrew Clarke, as part of a remit that encompasses media, consumer marketing and sales.

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
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in