In 2000, Mark Childs did something audacious. While VP marketing at Kellogg Canada, he invited 21 kids to join his Apple Jacks marketing team. They were the Jacks Pack, an idea that had kids – the true consumer of the product – participate in the decision making behind the brand. It’s that kind of ballsiness that’s helped earn Childs a reputation in the industry as a risk-taking marketer. In total he spent 13 years with the CPG goliath – starting out sales side while in England, moving to Canada, spending time in its Battle Creek, Mich. HQ, then back to Canada. During that time he worked on a slew of brands, most notably, helping launch the Vector cereal and energy bar. After a stint as VP/GM at Preview Marketing, a division of Tribute Entertainment Group, he returned to CPG marketing – what he calls his passion – joining Campbell’s in 2004.
Donne on Childs:
A launch machine
‘At Campbell’s, Mark has energized the organization’s vision of ‘extraordinary authentic mourishment for all’ with successful new product launches (Soup At Hand, Low Sodium V8, Chunky Microwave Bowls) and has, with his team, crafted a clear health and wellness vision that includes a comprehensive strategy with the Health Check program of the Heart and Stroke Foundation.’
How is he an icon in the making?
‘Mark has breathed fresh life into two major branded icons with breakthrough thinking and leadership (Campbell’s health and wellness strategy and at Kellogg’s his leadership on products such as Vector).
His understanding and appreciation for the creative process has inspired agency teams to strive for outstanding creative quality. Mark combines a pragmatic understanding for execution based on his initial career as a salesperson [at Kellogg’s in the U.K.] with the creative/strategic appreciation of a marketer to provide a true 360-degree understanding of consumer engagement.
He gets all the ‘bits’ and is able to bring full new revolutionary programs to fruition with speed and quality.’
