The Story of Mars
description
Transcript of The Story of Mars
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Brian Flanagan, Regional Director, Global Talent Team
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2012
$30 billion 70,000 Associates 11 billion-dollar brands 300+ locations Still family-owned
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By Putting our Principles into Action, we make a difference to People and the Planet through
Performance
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Our Challenge
“Ah, the Mars bar. That’s part of Hershey’s, right?”
Our Challenge
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In the past, Mars approach to Employer Branding has been restricted to
local market ini=a=ves and no global governance.
In 2007, with the re-‐branding of all of our legacy businesses to Mars, we
started a journey of building a more visible corporate brand.
The Employer Brand followed, and over the past 3 years, the majority of
local ini=a=ves have been stopped and two approaches were developed.
Although both meant a step forward for our EB, we believed that, neither
had the poten=al to assume a global lead.
How we got here
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• Lack of global clarity/guidance – lots of “not invented here”
• Underinvestment compared to other key brands
• Remaining on campaign level vs. holis=c approach
• Lack of integra=on of marke=ng, corporate affairs
• Varying level of exper=se in the EB field
• Inconsistent messaging across regions and businesses
• Varying quality of execu=on
• Below-‐average performance compared to rest of the industry
Why we failed in the past
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The Results
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Mindset ShiY
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FROM:
developing adver=sing campaigns with nice crea=ve concepts and
appealing imagery
TO:
crea=ng an overarching employer branding strategy, covering:
• global brand essence based on target group insights, and in line with
the rest of the corporate communica=ons
• flexible creaBve framework with room for local adapta=ons
• experBse for holisBc implementaBon (target group insights genera=on,
routes to market, sourcing strategies…)
Step-‐change in our way of thinking
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The Briefing
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• Brand & crea=ve framework need to work across all 6 segments and all regions
• Needs to work with acquisi=ons (Wrigley, Royal Canin) that need to:
– be integrated under the Mars umbrella
– yet maintain their unique brand equity
• Different markets will have different themes, and areas of focus. Our framework needs to be broad enough to accommodate that, and at the same =me be specific and to the point so as not to come across as generic.
• Layering of messages: overall Mars message vs. local/segment specific message (i.e. Petcare vs Chocolate)?
• Some brand promises will work very well in some markets, but not at all in
others. (i.e. graduate development)
Some challenges
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• The “Yeah Right” effect – not believing in the importance of our
principles or the uniqueness of our culture
• Coming across as trite – PIA – “trying to save the world” • Blending in with the crowd – everyone claims to have values,
offer great opportunities and focus on the individual
• Not being authentic – we must be able to deliver on the
brand promise • Not being relevant – does what matters to us matter to our
target groups?
• Budget – we can’t be the loudest, so how do we stand out
from the crowd?
More Challenges
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• Generally, people do not comprehend the size and breadth of our business
• Unlike our competitors, we are decades behind in opening up and establishing our corporate brand vs. product brands. We therefore need to work much harder in establishing Mars, Inc as a brand
• Some markets have established EB brands with strong recognition (UK, Germany, NL). Some have no brand recognition (US). Some are tied to a particular product we produce (Galaxy in Middle East)
• We are a business of great brands: they need to support but not lead our employer branding image
• Our Five Principles are at the core of our DNA, and easily understood internally. They are difficult to bring across externally in a credible way
Learnings
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Defining the Brand
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The Essence
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The Silver Bullet – or not
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Our Brand Promise
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Posi=oning Statement
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Storytelling brings our employment offer to life
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How to tell our story
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THE CREATIVES
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The Market: Look & Feel
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The Market: Tone & Style
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Our posi=onings
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Our Challenge
Unite powerful brands with powerful stories in a unique way
Crea=ve Challenge
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Employer Branding: US
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INTEGRATING OUR ACQUIRED BUSINESSES
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The Results
Times Top 100 Graduate Employers – Best Ad 2011
RAD Awards – Top 3 Interna=onal Campaigns
Mars US enters Universum Top 100
Top 50 Global Employer
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Campaign vs. brand
Brand Guidebook Brand Deployment Handbook
Brand Portal
Employer Brand Council Key markets, global HR, global Corporate Affairs,
Global Marke=ng, Agency Partners