Mars CMO: Australia is small – marketers need to look overseas to get perspective

David Lubars, chief creative of BBDO North America, with global BBDO boss Andrew Robertson and Bruce McColl in Cannes today

One of the world’s most powerful clients, Mars CMO Bruce McColl, an Australian, has said that Aussie marketers will not progress in their careers unless they look outside of Australia for ideas and inspiration.

In an interview with Mumbrella, McColl said that because the Australian marketing scene lacks scale, overseas influence is crucial for marketers to develop.

“Australia lacks scale. So it’s important that marketers tap into global networks when they can – to get a sense of perspective. You can’t be a good marketer and grow as a professional unless you explore outside your sphere,” said McColl, whose employer was named advertiser of the year for Cannes 2012.