Take risks and be ready to fail, urges Mars CMO Bruce McColl

 In Australia, NewZealand
Advertisers are too risk averse and must give creative and media agencies freedom to fail without the threat of dismissal if they are to generate campaigns that cut through to consumers, says Mars’ global chief marketing officer Bruce McColl.
Mr McColl, who has worked for the food giant for more than two decades, said rapid technology change and shifting media consumption habits were forcing brands to explore new ways to reach customers – and they would not always work. Sydney Morning Herald – Read more…

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