RT Journal Article
SR Electronic
T1 Brand Growth at Mars, Inc.
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 270
OP 276
DO 10.2501/JAR-52-2-270-276
VO 52
IS 2
A1 Rachel Kennedy
A1 Bruce McColl
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/2/270.abstract
AB Can science help brands grow? Mars, Inc. has embarked on a program to apply the marketing laws originally developed and promoted by Andrew Ehrenberg. Mars has discovered that both creativity and science can—and should—work together. Just as an architect marries creativity with the laws of physics, marketers should construct brand plans that embrace the laws of growth. Mars executives are learning that creativity is more productive when unleashed within known boundaries of buyer behavior. The authors share some lessons from a continuing journey that may help others also make the transformation to a marketing science culture.