How Mars Petcare learned to think like a direct-brand startup

Mars Petcare has moved beyond traditional means of promoting and selling products for cats and dogs in order to thrive in a changing consumer ecosystem.

“The old CPG machine is sputtering,” said Leonid Sudakov, President/Connected Solutions at Mars Petcare, a unit of one of the world’s largest consumer packaged goods manufacturers.

“Big brands are no longer relevant, and we need...