Gabrielle Wesley, CMO of Mars Wrigley North America, discusses why product innovation is so difficult and the lessons she learned when facing tough competition. Wesley was interviewed by Business Insider at the Cannes Lions 2024 International Festival of Creativity.
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00:00As most marketers who've had a long career, I have an innovation graveyard.
00:11You know, throughout my career, I've learned that innovation is really tough,
00:16and everyone has an experience where they launch something,
00:20they put their heart and soul into it, and it just doesn't turn out.
00:24I launched a line of frozen entrees early in my career,
00:29going directly after a strong number one competitor.
00:37And even though you have a great product,
00:40be ready that the number one is going to defend their spot.
00:45So when you are second, fourth to market,
00:49even if you have something that is a unique proposition that tastes amazing,
00:56when you go into a crowded space, it's really difficult,
01:00and you have to be ready for competitors to respond.
01:04And that was early in my career.
01:06I'm super ambitious, super bold in my entire career,
01:12and so going into that space, I went in very naively,
01:16thinking that I would be able to waltz in.
01:19Being first to market is tough.
01:22Being fourth to market is tough.
01:24Scaling is tough.
01:26And so all those examples give you new nuggets of experiences,
01:30so that next innovation is even better than the first.