Why the Proof of Performance Is at the Center of Marketing at Mars

Global CMO Andrew Clarke also zeros in on purposed-based creative

As brands’ call for transparency nears a crescendo, Mars global CMO Andrew Clarke is looking for something even more tangible—evidence.

For Clarke, as the media and marketing landscape becomes increasing crowded with messaging, having that proof of performance, as well as concept, has become the corner stone of the Mars branding architecture that also helps the company know what really drives the growth of individual brands as well as whole categories.

“We’re making sure we’ve got tangible evidence that delivers sales uplift,” said Clarke, who dropped by Adweek’s video studio on the Croisette during Cannes Lions this week. Clarke also pointed to the need for improved viewability which will help Mars’ brands feel more comfortable growing their spending with digital partners north of the present 30 percent to 35 percent investment.

Purpose is also a central focus for Mars, and Clarke proudly pointed to the work for the Pedigree dog food brand and the Feed the Good campaign that keys off the universal truth that dogs simply make our lives better, be it with Down Syndrome patients in Russia or as a calming element in the often heated Trump and Clinton campaign rallies during last year’s presidential election.

Pedigree’s Feed the Good, as well as creative for sibling Mars brands for Snickers and Maltesers, entered Cannes 2017 as a strong contender for Lion wins.