17th May 2013

Hello, We’re Tom & Chris

Employer Brand Assessment Tool:

Measuring, planning

and deploying your brand

www.tonic-agency.com

Slough

1947

2012

$30 billion 70,000 Associates 11 billion-dollar brands 300+ locations Still family-owned

Our Challenge

“Ah,$the$Mars$bar.$That’s$part$of$Hershey’s,$right?”$

"Our"Challenge"

In"the"past,"Mars"approach"to"Employer"Branding"has"been"restricted"to"

local"market"ini=a=ves"and"no"global"governance."

"

In"2007,"with"the"reDbranding"of"all"of"our"legacy"businesses"to"Mars,"we"

started"a"journey"of"building"a"more"visible"corporate"brand."

"

The"Employer"Brand"followed,"and"over"the"past"3"years,"the"majority"of"

local"ini=a=ves"have"been"stopped"and"two"approaches"were"developed."

"

Although"both"meant"a"step"forward"for"our"EB,"we"believe"that,"neither"

had"the"poten=al"to"assume"a"global"lead."

"How"we"got"here"

•"Lack"of"global"clarity/guidance"–"lots"of"“not"invented"here”"

•"Underinvestment"compared"to"other"key"brands"

•"Remaining"on"campaign"level"vs."holis=c"approach"

•"Lack"of"integra=on"of"marke=ng,"corporate"affairs"

•"Varying"level"of"exper=se"in"the"EB"field"

•"Inconsistent"messaging"across"regions"and"businesses"

•"Varying"quality"of"execu=on"

•"BelowDaverage"performance"compared"to"rest"of"the"industry"

"Why"we"failed"in"the"past"

"The"Results"

"Mindset"ShiY"

FROM:$

developing"adver=sing"campaigns"with"nice"crea=ve"concepts"and"

appealing"imagery"

TO:$

crea=ng"an"overarching"employer"branding"strategy,"covering:"

•"global$brand$essence$based"on"target"group"insights,"and"in"line"with"

the"rest"of"the"corporate"communica=ons"

•"flexible$creaBve$framework$with"room"for"local"adapta=ons"

(including"acquisi=ons)"

•"experBse$for$holisBc$implementaBon$(target"group"insights"genera=on,"

routes"to"market,"sourcing"strategies…)"

"StepDchange"in"our"way"of"thinking"

•""Brand"&"crea=ve"framework"need"to"work"across"all"6"segments"and"all"regions"

•""Needs"to"work"with"acquisi=ons"(Wrigley,"Royal"Canin)"that"need"to:"

"–"be"integrated"under"the"Mars"umbrella"

"–"yet"maintain"their"unique"brand"equity"

•""Different"markets"will"have"different"themes,"and"areas"of"focus."Our"framework"needs"to"be"broad"enough"to"accommodate"that,"and"at"the"same"=me"be"specific"and"to"the"point"so"as"not"to"come"across"as"generic."

•""Layering"of"messages:"overall"Mars"message"vs."local/segment"specific"message"(i.e."Petcare)."When/if"is"it"OK"to"be"segment"specific?"

•""Outgoing"posi=ons"will"differ"across"markets"

•""Some"brand"promises"will"work"very"well"in"some"markets,"but"not"at"all"in"

"others."(i.e."graduate"development)"

"

"Some"challenges"

• The “Yeah Right” effect – not believing in the importance of our

principles or the uniqueness of our culture

• Coming across as trite – PIA – “trying to save the world”

• Blending in with the crowd – everyone claims to have values,

offer great opportunities and focus on the individual

• Not being authentic – we must be able to deliver on the

brand promise

• Not being relevant – does what matters to us matter to our

target groups?

• Budget – we can’t be the loudest, so how do we stand out

from the crowd?

"More"Challenges"

• Generally, people do not comprehend the size and breadth of our business

• Unlike our competitors, we are decades behind in opening up and establishing our corporate brand vs. product brands. We therefore need to work much harder in establishing Mars, Inc as a brand.

• Some markets have established EB brands with strong recognition (UK, Germany, NL). Some have no brand recognition (US). Some are tied to a particular product we produce (Galaxy in Middle East)

• We are a business of great brands: they need to support but not lead our employer branding image

• Our Five Principles are at the core of our DNA, and easily understood internally. They are difficult to bring across externally in a credible way.

"Learnings"

"Defining"the"Brand"

"The"Essence"

"The"Silver"Bullet"–"or"not"

"Our"Brand"Promise"

"Master"Narra=ve"

"Posi=oning"Statement"

""""THE"CREATIVES""

"The"Market:"Look"&"Feel"

"The"Market:"Tone"&"Style"

"Our"posi=onings"

Our Challenge

Unite"powerful"brands"with"powerful"stories"in"a"unique"way$

"Crea=ve"Challenge"

"How"to"tell"our"story"

We knocked a giant’s socks off.

The proverbial supermarket giant. That’s our biggest customer in Europe. But their size

didn’t frighten Gareth, our graduate. You see they’d been planning a new section on their

website. Simply to sell their pet food. But Gareth believed they could do more. And

alongside upping sales of pet food, he saw an opportunity for them to offer advice to pet

owners. The kind of advice that improves the lives of pets. So he gave them all our WALTHAM

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and wellbeing, just gifted away. Sounds crazy but it was genius. It was an idea about mutuality.

A Mars® idea. And clearly there was a happy ending. Because it means healthier lifestyles for

pets, happier pet owners and our customer loves it so much they’re also selling our products on it.

Win, win, win. mars.co.uk/graduates

A graduate predicting global demand. Who’d have guessed?

Forecasting. It’s not a dark art. It’s knowledge, strategic insight and understanding. Just ask

our graduate Orla. You see, she used all three when we asked her to map out the future for

Maltesers®. A global demand plan. For the next ten years. Was it a big ask? You bet. Especially when

you think that Orla had only just started her second placement on our Management Programme. But

hey, if you don’t ask you don’t get. Turns out we were selling Maltesers® as fast as we could

make them. And demand in some markets was sky rocketing. But Orla had the answer.

After looking at everything from capital investment to logistics to international taxation, Orla

got us to redesign our factory in Slough to meet immediate demand. Then she set about putting

in place the supply strategy that will make sure we can get Maltesers® to the people that want them, wher-

ever they are. We’re predicting a bright future for her. mars.co.uk/graduates

We needed to build enthusiasm around our brand-new Bathurst factory. Pronto. Luckily, our graduate

Chris took to the task like a dog with a bone. His mission? Create a replica of the site to help Associates

visualise the new facility. Made of Lego. Just for fun. And boy, did he deliver. Chris ran the show, stepped

up his CAD software skills and applied his know-how to make the Lego model a massive success. Now an

Industrial Engineer, Chris leads much larger projects with bigger budgets. It just goes to show, when you

give graduates a healthy dose of responsibility, great things can happen. www.marsgraduates.com.au

Our graduates sink their teeth into great projects.

We’re not your average workplace. Just ask Mick, our Supply Chain Graduate. When he was just six

months into our program, he helped launch a business first. A Salad Dressing range. But there were

big challenges. His Manager was overseas and he faced a seriously short lead-time. So Mick worked

closely with Research and Development team, Demand Planners and the Supply Chain team, to ensure

the new range hit the shelves at exactly the right time. It did. You see, when you’ve got the freedom to

deliver the goods, you can exceed even your own expectations. www.marsgraduates.com.au

We give our graduates a recipe for success.

Who says you have to follow the script?

We’ve always prided ourselves on doing things differently. And that’s exactly the mindset that’s seen

Helen become a star in the making. Since joining, she’s already created a global campaign for Whiskas

– it’s achieved one of the best pre-launch IPSOS test scores for the brand, and is creating a real buzz

within the business. Helen’s helped to create a fantastic campaign that’s not just about cat food –

but our unique understanding of cat care and our philosophy of making the world a better place for

pets. She’s harnessed all of the cat care knowledge from Mars’ WALTHAM® Centre for Pet Nutrition

– the world’s leading authority on pet care and nutrition. She’s taken inspiration from over 50 years

of Whiskas® brand heritage. And she’s combined all of that with some innovative thinking, linking this

in-depth category knowledge with her passion for pet care. With the ad due to air soon, we just have one

question for Helen: What’s next for the UK’s cats? If you’re looking for a marketing role that will put your

ideas into the hearts, minds and living rooms of millions of consumers, visit www.mars.com/careers

To bring Helen’s story to life, download the free Aurasma app and point your device at this page.

Nominated for their inside knowledge.

Jelina and Bo discovered the secret to selling more chocolate in China.

Sharing. Turns out everyone’s loves to do it. So their bright idea was a new

M&M’s bottle to satisfy that need. And that’s gone on to generate more than

$10 m in sales. Share and share alike. That’s the kind of thinking that gets my

nomination. Jelina and Bo made the difference.

Someone else you know made a difference? Make their story mean more. Nominate now.

www.marsmtd.com

More to explore. More to achieve.Careers at Mars. The journey’s just beginning.

Accolades:

Best Ad – Times Top 100 2012

International Campaign RADs 2012 Finalist Top 50 global employers – Universum 2012

Universum Ideal Employers 2012 Top 100 Winner International Campaign RADs 2013

Best Employers AON Hewitt Top 5

Star Start Award

Fortune 100 Best Companies To Work For

"Campaign"vs."brand"

Brand"Guidebook" Brand"Deployment"Handbook" Brand"Portal"

"Employer$Brand$Council$Key"markets,"global"HR,"global"Corporate"Affairs,"

Global"Marke=ng,"Agency"Partners"

Deploying the framework

MARS & TONIC CO!PRODUCTION WITH THE AMBITION TO RELEASE AS OPEN!SOURCE

WORKING WITH OTHER MATURITY TOOLS PROVIDED INSPIRATION

HOW CAN DEPLOYMENT BE GUIDED TO REFLECT MARKET CONDITIONS?

VARYING CAPABILITY & AWARENESS

MESSAGE THAT REFLECTS CONTEXT

CONSISTENT ARCHITECTURE BUT VARYING CONTENT

THE CHALLENGE AND OPPORTUNITY OF FRAMEWORK DEPLOYMENT

BUILD AN OVER!RIDING AIM FOR BRAND AND/OR REPUTATION WORK " MEASURABLE OUTPUTS FOR THE FIRST TIME.

USEFUL BEFORE DURING AND FOLLOWING A BRAND DEPLOYMENT EXERCISE

AND TO BUILD A TOOL THAT COULD BE USED FOR SELF!DIAGNOSIS

THE AIM WAS TO DECENTRALIZE THIS PROCESS TOO " TO ENABLE THE FRAMEWORK

EFFECTIVE DEPLOYMENT CAN ONLY HAPPEN IF YOU UNDERSTAND YOUR CONTEXT

YOU CAN’T MANAGE WHAT YOU CAN’T #OR DON’T$ MEASURE

WHAT MAKES A BRAND GREAT?

“THE PACKAGE

OF FUNCTIONAL, ECONOMIC

AND PSYCHOLOGICAL BENEFITS

PROVIDED BY EMPLOYMENT,

AND IDENTIFIED WITH THE

EMPLOYING COMPANY”

The classic de!nition of employer branding

“A BRAND FOR A COMPANY IS LIKE A REPUTATION

FOR A PERSON. YOU EARN REPUTATION

BY TRYING TO DO HARD THINGS WELL.”

JEFF BEZOS, AMAZON

Extension

THE FUNCTIONAL, ECONOMIC AND

PSYCHOLOGICAL BENEFITS THAT YOU PROVIDE "

ALL OF WHICH PUT TOGETHER FORM YOUR REPUTATION

AS AN EMPLOYER.

The Human Brand

WHAT ARE THE FACTORS THAT MAKE AN EMPLOYER BRAND GREAT?

THE MATRIX

AREAS TO FOCUS ON AND WHAT YOU COULD BE DOING TO INCREASE IMPACT OF BRAND/REPUTATION ON RECRUITMENT

SUGGESTED LEVELS OF ‘PERFORMANCE’

BUILT IN WEIGHTING TO PERSONALISE TO YOUR CONTEXT

BUT HOW IMPORTANT ARE THOSE FACTORS TO YOU?

TRACKS PROGRESS AND IDENTIFIES NEXT STEPS TOWARD MAKING YOUR EMPLOYER BRAND AN EFFECTIVE BUSINESS TOOL

BETA+ NOW. FURTHER DEVELOPMENTS WILL FOLLOW " RELEASE IN SUMMER 2013

PERSONALISED TO YOUR ENVIRONMENT

CAN BE USED BEFORE, DURING AND FOLLOWING BRAND DEPLOYMENT

THOROUGH SELF!DIAGNOSIS BASED ON WIDE!RANGING FACTORS AND FUNCTIONS

SUMMARY

Thanks for listeningTom Chesterton

tom.chesterton@tonic-agency.com

0207 183 2556

www.tonic-agency.com

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