Mars Inc.'s Lead Global CMO Gülen Bengi on building brand worlds and future marketers

CMO Spotlight at ANA Masters of Marketing and Marketing

On the ground at the ANA in Orlando, Mars Inc.'s Lead Global CMO and Mars Snacking Chief Growth Officer Gülen Bengi explores how the future marketer must balance brand fundamentals with technological innovation. Bengi discusses Mars' evolution from mass marketing to personalization at scale, emphasizing the importance of building interactive brand worlds where consumers become co-creators.

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CMO Spotlight: Trends, tactics & tomorrow. In partnership with the ANA's Global CMO Growth Council, The Drum explores a wide range of issues impacting the role of the CMO and the wider marketing function during the 2024 ANA Masters of Marketing Conference in Orlando. In this series - CMO Spotlight: Trends, tactics & tomorrow - senior marketers share their thoughts on thinking globally while acting locally, how AI will always rely on human ingenuity, the power of storytelling and the need to retain focus on customer needs.