Video: Mars-Wrigley and Crisp talk cultural relevance in Cannes

Beside the French Riviera at Cannes Lions, Crisp’s Len Ostroff delves into purpose-driven marketing with Gabrielle Dallas Wesley, CMO of Mars-Wrigley, in this captivating fireside chat.

During the Brand Innovators Marketing Summit at Cannes Lions, Len Ostroff, EVP of Partnerships at Crisp, had the honor of moderating a fireside chat with Gabrielle Dallas Wesley, Chief Marketing Officer of Mars-Wrigley. Against the picturesque backdrop of the French Riviera, Gabrielle shares invaluable insights on maintaining cultural relevance, the evolving marketing technology stack, and her passion for purpose-driven marketing.

One key focus of the conversation was the importance of purpose-driven marketing to the younger generation of consumers.  Gabrielle emphasizes authenticity, as Millennials and Gen Z can quickly distinguish between brands that adopt purpose as a trend vs. those who share a true reflection of their values.

According to Gabrielle, “What a brand stands for, and even more importantly, what they don’t stand for, has become crucial for this generation. They seek brands with a heartbeat.”

Other topical highlights from the conversation include:

• The future of marketing: With so many emerging technologies and platforms, Gabrielle highlights the need to find the right balance between equity and performance – a challenge all brands face trying to secure instant conversion as well as long-term customer value.

• Inspiring the next generation of marketers: Gabrielle shares her passion for teaching the art of brand building to next-generation marketers, while recognizing their unique perspectives and skills shaped by the world of performance marketing as digital natives. 

The conversation provides a captivating glimpse into the world of Mars-Wrigley’s marketing strategies – and a valuable lesson that by fostering authenticity and embracing the change, the future of marketing holds immense potential.

To gain a deeper understanding of Gabrielle Dallas Wesley’s insights and some of the secrets behind Mars-Wrigley’s success, watch the full recording below.

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