mars Wrigley, like many large consumer packaged goods (CPG) companies, faces the complex challenge of building robust digital commerce capabilities across diverse global markets.Reynolds highlights the need to move beyond simply adopting new technologies and instead focus on basic organizational changes. This includes aligning teams across functions - marketing, sales, supply chain, and IT - to work cohesively towards shared goals. He emphasizes that transformation isn't a one-time project, but an ongoing capability.

Reynolds' perspective ⁣is notably relevant given the recent shifts in the advertising landscape. Publicis⁢ Groupe recently secured Mars' $17 billion media account from ⁢WPP,signaling a significant change in agency ⁣partnerships and a renewed focus ⁣on media strategy⁤ as reported by Adweek. This shift underscores the need for brands to optimize their marketing spend and ⁢demonstrate clear ROI, further emphasizing the importance of⁢ data-driven decision-making.

He advocates for a practical approach, moving beyond "buzzwords" and ⁤focusing on tangible results. ⁢ This involves navigating internal complexity and building fit-for-purpose capabilities tailored to specific market needs.