The Story of Mars

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Presentation for the ERE Expo 2012 Fall, presented by Brian Flanagan

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The Story of Mars

  1. 1. Brian Flanagan, Regional Director, Global Talent Team
  2. 2. 2012$30 billion70,000 Associates11 billion-dollar brands300+ locationsStill family-owned
  3. 3. By Putting our Principles into Action, we makea difference to People and the Planet through Performance
  4. 4. Our  Our  Challenge   Challenge “Ah,  the  Mars  bar.  That’s  part  of   Hershey’s,  right?”  
  5. 5.  How  we  got  here   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.  
  6. 6.  Why  we  failed  in  the  past   •  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  
  7. 7.  The  Results  
  8. 8.  Mindset  ShiY  
  9. 9.  Step-­‐change  in  our  way  of  thinking   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…)  
  10. 10.  The  Briefing  
  11. 11.  Some  challenges   •    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)  
  12. 12.  More  Challenges   • 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?
  13. 13.  Learnings   • 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
  14. 14.  Defining  the  Brand  
  15. 15.  The  Essence  
  16. 16.  The  Silver  Bullet  –  or  not  
  17. 17.  Our  Brand  Promise  
  18. 18.  Posi=oning  Statement  
  19. 19.  Storytelling  brings  our      employment  offer  to  life  
  20. 20.  How  to  tell  our  story  
  21. 21.  THE  CREATIVES  
  22. 22.  The  Market:  Look  &  Feel  
  23. 23.  The  Market:  Tone  &  Style  
  24. 24.  Our  posi=onings  
  25. 25.  Crea=ve  Challenge  Challenge Our Unite  powerful  brands  with   powerful  stories  in  a  unique  way  
  26. 26. Employer  Branding:  US  
  27. 27.  INTEGRATING  OUR  ACQUIRED  BUSINESSES  
  28. 28.  The  Results   Times  Top  100  Graduate  Employers  –  Best  Ad  2011   Mars  US  enters  Universum  Top  100   RAD  Awards  –  Top  3  Interna=onal  Campaigns   Top  50  Global  Employer  
  29. 29.  Campaign  vs.  brand   Brand  Guidebook   Brand  Deployment   Brand  Portal   Handbook    Employer  Brand  Council   Key  markets,  global  HR,  global  Corporate  Affairs,   Global  Marke=ng,  Agency  Partners  

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