Using attention to scale creative excellence at Mars

In today’s overcluttered advertising landscape, the ability to attract consumer attention is a key performance indicator.

Planning for Attention

This article is part of a series of articles from the WARC Guide to Planning for Attention. Read more.

Mars – a company built on solid principles

Mars, Incorporated has been a private, family-owned global business for more than 100 years. It’s this independence that gives us the gift of freedom to think in generations, not quarters, so we can invest in the long-term future of our business, people, pets and the planet. We are guided by our enduring Five Principles of Quality, Responsibility, Mutuality, Efficiency and Freedom. 

Mars is active in several consumer product categories:...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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