THENEWRATPACK - Strategy

PHIL’S PICKS
Mark has
breathed
fresh life into
two major
branded
icons with
breakthrough
thinking and
leadership
Mark Childs
VP marketing, Campbell Canada
PHIL DONNE
President, Campbell Canada
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
Richard Burjaw
VP marketing, Pepsi-Cola Canada
Proving that numbers guys CAN be creative,
Richard Burjaw has pushed through some of
the most innovative programs for the brands
in his portfolio, which include Gatorade, Dew
Fuel and Diet Pepsi. Starting out in Unilever’s
finance department after completing an MBA
in 1990, he then moved to its supply chain
group. In 1997 he moved marketing-side
joining Pepsi-Cola Canada, working his way
up to his current position. A visible player
in Canadian advertising, he’s served on the
board of the ACA for two years and is its
incoming chair. He also sits on the board of the
Sponsorship Marketing Council and is a judge
for the 2006 Cassies.
Donne on Burjaw:
Two words: Sidney Crosby
“Richard has led his organization’s entry into
many effective and leading partnerships, such
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.”
as Sidney Crosby, as well as steering his firms’
products into greater participation in emerging
wellness areas. He has a keen understanding
of strategy and creativity, partnering with his
agency teams to create a deep roster of awardwinning
creative.”
How is he an icon in the making?
“Richard is an icon in the making because of
the breadth of leading brands he consistently
manages to success, as well due to his unique
background [starting in the fi nance department]
which helps him reach across his organization
in an informed and insightful way. He brings a
general manager’s understanding to his role which
is rare in his discipline.”
www.strategymag.com STRATEGY September 2006 43