Make Me Laugh, Make Me Cry, Be Bloody Useful: Mars CMO

Make Me Laugh, Make Me Cry, Be Bloody Useful: Mars CMO
SHARE
THIS



Following on from last week’s story about how to imprison your creative agency partners, here Mars global CMO Bruce McColl shares his secrets on how to get the most out of your creative partners.

Citing The Beatles ability to transform and be dissatisfied with where they were – in 1963 they had 12 hits in the top 100 including numbers 1 through 5 – and to evolve their sound and success, McColl said brands could learn volumes.

He said there were four primary lessons to be taken from The Beatles to achieve creative excellence.

  1. Perfomers perfect their craft
  2. Let dissatisfaction drive your creative ambition
  3. Be curious and collaborative
  4. Fail spectacularly, fail cheap, just don’t fail safe and ignorant

McColl also pointed to another performer, Jerry Seinfield, who is renowned for practising his routines on small comedy club audiences again and again until he has it side-splittingly funny.

McColl reinforced the importance of being a perpetual student. He said while Mars worked with BBDO, DDB and MediaCom, the FMCG giant also partnered with academic institutions MIT and Université de Genève to make sure its staff were across the latest thinking and innovation.

Another aspect for marketers and agencies alike to come to terms with, McColl said, was that the majority of people who bought Mars products were what he termed “light buyers”.

This meant that you should not “try to convince them, but gently nudge them about what the category benefits are . . . there’s no-one out there saying I can’t wait for the next Pedigree ad . . . there is no audience,” he said.

McColl said that the key challenge for marketers in this aspect was to overcome indifference. This is  where he said a piece of marketing had to make you laugh, make you cry or be bloody useful. This is what was necessary to “stop the filter out the crap instinct”.

Here’s what McColl said was Snickers commercial that failed the brief:

Here’s another Snickers spot that nailed the brief:

So that’s for laughter, how about making you cry? This little piece ought to get your eyes going. This time out of New Zealand for Pedigree.

Please login with linkedin to comment

Latest News

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]

Blockhead VFX Hires Richard Betts As Lead Flame Artist
  • Media

Blockhead VFX Hires Richard Betts As Lead Flame Artist

Visual effects and post-production design company Blockhead VFX has announced the appointment of Richard Betts as lead flame artist across its Sydney and Auckland studios. Before the completion of his recent five-year tenure at Fin Design + Effects, Betts completed a seven-year stint at post-production facility The Mill in London. Blockhead co-founder Stefan Coory said: […]

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim
  • Marketing

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim

Property platform BRICKX has announced new marketing hires from Domain Group and telco Amaysim to support its growth. Asok Boopathy (pictured above) has stepped into the role of group director of product role at BRICKX, following two years as head of product at Domain. Boopathy has also previously worked at PayPal, Bigcommerce and Silicon Valley’s […]