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The Story of Mars

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

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

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  • 1. Brian Flanagan, Regional Director, Global Talent Team
  • 2. 2012$30 billion70,000 Associates11 billion-dollar brands300+ locationsStill family-owned
  • 3. By Putting our Principles into Action, we makea difference to People and the Planet through Performance
  • 4. Our  Our  Challenge   Challenge “Ah,  the  Mars  bar.  That’s  part  of   Hershey’s,  right?”  
  • 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.  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.  The  Results  
  • 8.  Mindset  ShiY  
  • 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.  The  Briefing  
  • 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.  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.  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.  Defining  the  Brand  
  • 15.  The  Essence  
  • 16.  The  Silver  Bullet  –  or  not  
  • 17.  Our  Brand  Promise  
  • 18.  Posi=oning  Statement  
  • 19.  Storytelling  brings  our      employment  offer  to  life  
  • 20.  How  to  tell  our  story  
  • 21.  THE  CREATIVES  
  • 22.  The  Market:  Look  &  Feel  
  • 23.  The  Market:  Tone  &  Style  
  • 24.  Our  posi=onings  
  • 25.  Crea=ve  Challenge  Challenge Our Unite  powerful  brands  with   powerful  stories  in  a  unique  way  
  • 26. Employer  Branding:  US  
  • 27.  INTEGRATING  OUR  ACQUIRED  BUSINESSES  
  • 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.  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