Episode 04: Bruce McColl (former CMO Mars)
Legends of Media Research
English - December 06, 2021 09:11 - 58 minutes - 79.7 MB - ★★★★ - 5 ratingsMarketing Business Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Previous Episode: Episode 03: Betsy Frank (former head of research at MTV and Time Inc)
This episode should be mandatory listening for every CMO, aspiring CMO or for all who interact with CMO's. Learn from Bruce's remarkable tenure of over a decade in the CMO role at Mars and discover how he came to apply scientific approaches to the marketing functions - and how these became part of everyday culture at Mars. The approach took Mars from seeing about 40% of its ads working effectively (measured through best-in-class single source data) to well over 70% being effective following the new approaches - delivering benefits on many fronts. An episode you won't want to miss!