Mars sets out for a purpose-driven tomorrow

I asked a senior marketer the other day which company she’d worked at was the best and she said, unhesitatingly, Mars.

Why? Lots of things but its family ownership and consequent freedom from quarterly stock market reporting was tops.

And Mars is, indeed, a very good marketer.

Now it’s taking a leaf out of Unilever’s book with a purpose-driven approach to business, encapsulated in this perky piece of publicity.

You can knock this stuff of course (as we often do) but this makes a good and understandable case, without over-claiming.

MAA creative scale (it’s partly an ad): 8.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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