30: Building billion-dollar brands with purpose: Insights from Mars Wrigley North America & Global Ice Cream President Anton Vincent

2025-12-17

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How can marketing leaders balance rapid change, emerging technology and brand purpose to drive lasting growth and loyalty across a portfolio of iconic brands? Anton Vincent, president of Mars Wrigley North America & Global Ice Cream, shares what it looks like to lead with purpose across a suite of powerhouse brands spanning confections, pet care and food. He discusses how Mars balances ambitious growth with a real commitment to responsibility, ensuring that business success and positive societal impact go hand in hand. Anton also underscores the strategic value of developing talent and enabling people to move across different business areas to encourage agility and fresh thinking. He shares why creativity remains essential for brands—...

How can marketing leaders balance rapid change, emerging technology and brand purpose to drive lasting growth and loyalty across a portfolio of iconic brands?

Anton Vincent, president of Mars Wrigley North America & Global Ice Cream, shares what it looks like to lead with purpose across a suite of powerhouse brands spanning confections, pet care and food. He discusses how Mars balances ambitious growth with a real commitment to responsibility, ensuring that business success and positive societal impact go hand in hand. Anton also underscores the strategic value of developing talent and enabling people to move across different business areas to encourage agility and fresh thinking.

He shares why creativity remains essential for brands—especially as technology and analytics redefine what's possible—and highlights the discipline required to uphold quality and brand integrity in a crowded, fast-moving marketplace. Throughout the conversation, Anton stresses that enduring relevance and brand loyalty come from continuous learning and a clear understanding of both consumers and culture.

In this episode, you'll learn:

Why centering business growth with real purpose can create a lasting impact at scale

How ideas supported by data and fueled by originality can capture and hold people's attention in today's crowded market

Ways to build agile teams and nurture authentic brands to stay relevant in a constantly changing world

Key highlights:

[00:00] Introduction

[01:30] Basketball talk

[04:30] Anton's path to Mars

[08:00] The scope of Mars

[10:20] Alan's love to Hubba Bubba

[12:20] Scale versus independence of brands

[14:05] The Mars talent strategy