Mars is ready to take more risks when it comes to content – but is the production industry?

Michele Oliver, Mars’ vice-president for marketing, may still cite the TV campaign (TVC) as the best way to reach her brand’s mass market, yet she’s ready to sacrifice a portion of her budget on the altar of innovation, experimentation and creative risk. Is production willing to do the same?
Oliver admits that, on the whole, she gets involved “very little in production”. Although that doesn’t mean she’s so far removed from the mechanics driving the decad