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.

Latest News

Adhesive On-Trend As The Iconic’s New Agency In ANZ
  • Media

Adhesive On-Trend As The Iconic’s New Agency In ANZ

Adhesive has won the retained integrated Australia and New Zealand communications work for THE ICONIC, Australia’s leading online fashion and sports retailer, following a competitive pitch process. Adhesive will work with THE ICONIC building its communications strategy across corporate and consumer media relations, events and influencer engagement, while integrating closely with THE ICONIC’s creative, content […]

Indie Agency The Hallway Unveils Latest Work For Google.Org Impact Challenge
  • Campaigns

Indie Agency The Hallway Unveils Latest Work For Google.Org Impact Challenge

This year’s Google.org Impact Challenge Australia has launched with a new advertising campaign from independent agency, The Hallway. The Google.org Impact Challenge Australia, now in its third year, discovers and supports the next generation of Australian innovators making an impact locally and globally. This year, the Challenge will award $5.5 million – including a $1 […]

Meltwater Promotes Senior Leaders To Support Growth In Australia & NZ
  • Media

Meltwater Promotes Senior Leaders To Support Growth In Australia & NZ

Cimon Constantine has taken the reigns of Meltwater ANZ as the media intelligence business continues to grow its headcount to support new business and upcoming opportunities. Constantine (pictured above) will be taking over the ANZ area director role to continue to support Meltwater’s growth in the region and new client wins including American Express, Greenpeace, […]

MediaMath Named A Leader In Gartner’s Magic Quadrant For Ad Tech
  • Technology

MediaMath Named A Leader In Gartner’s Magic Quadrant For Ad Tech

MediaMath, the independent technology company for marketers, announced today that it has been recognised by Gartner, Inc. as a Leader in the latest “Magic Quadrant for Ad Tech”. The company has been recognised for its completeness of vision and ability to execute. “We believe MediaMath’s leadership position in the Gartner MQ for Ad Tech further […]

Flourish Launches Full-Service Studio, Appoints Pauline Dellit As Head Of Creative
  • Marketing

Flourish Launches Full-Service Studio, Appoints Pauline Dellit As Head Of Creative

PR, social and content creation agency Flourish has announced the appointment of Pauline Dellit as its new head of creative. The appointment also marks the official launch of a new full-service design, branding and marketing studio under the Flourish agency family of brands, first started by Angela Ceberano in 2010. Dellit joins Flourish from Yoke, […]

Tuesday TV Wrap: ‘Take Me Out’ Tumbles, ‘Ambulance Australia’ Has Promising Debut
  • Media

Tuesday TV Wrap: ‘Take Me Out’ Tumbles, ‘Ambulance Australia’ Has Promising Debut

Seven’s troubled dating show Take Me Out continues to struggle to find much viewer love, posting a worrying 407,000 last night and now down 33 per cent since launch. It was better news for Ten’s Ambulance Australia that debuted to a promising 582,000 and was the network’s best performer. Nine won the battle for Tuesday night […]

by B&T Magazine

B&T Magazine
Sunnylife Taps Actress Kassandra Clementi For North Queensland Campaign
  • Campaigns

Sunnylife Taps Actress Kassandra Clementi For North Queensland Campaign

Lifestyle brand Sunnylife has launched a new summer 2018/19 campaign – Paradise Found – and has named Aussie actress, singer and international star on the rise Kassandra Clementi as their first-ever ambassador. Kassandra appears in the Paradise Found campaign which was shot in a bucket list destination of Australia, Tropical North Queensland. Kassandra is one of […]

Australia Post Stamps Karl Winther As New CMO
  • Marketing

Australia Post Stamps Karl Winther As New CMO

Australia Post has announced the appointment of Karl Winther as its new chief marketing officer. Winther was Officeworks’ national marketing manager for the past six years and was with Myer for more than a decade in roles across marketing strategy, advertising, loyalty and merchandise buying. In this role at Officeworks, Winther was accountable for all facets of […]

The Five Annoying Habits You Need To Break
  • Opinion

The Five Annoying Habits You Need To Break

Scott Stein (pictured below) is a leadership and productivity specialist and author of Leadership Hacks: Clever shortcuts to boost your impact and results. In this guest post, Stein looks at the bad habits we all need to ditch to get our lives motoring once again… Do you ever feel like there are not enough hours in the […]

Motivation & Commitment: Why The Two Are Not The Same
  • Opinion

Motivation & Commitment: Why The Two Are Not The Same

Lisa Stephenson (pictured below) is a global speaker, leadership consultant success coach and author of life strategy book Read Me First. In this guest post for B&T, Stephenson says understanding how motivation and commitment differ could be a good way to achieving your goals… Working as a success coach has shown me that motivation happens on the inside and for […]

Opinion

by B&T Magazine

B&T Magazine
Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs
  • Advertising

Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs

A new TV series featuring celebrity cook, Anna Gare, and a team of real-life cabbies, hits the screens this week. The show, Anna Gare’s Cab Fare, follows the TV cook as she gathers stories and recipes from 13cabs’ diverse network of cab drivers – culminating in the creation of delicious dishes inspired by Australian drivers […]