Chief Economist & Managing DirectorMars Catalyst
Bruno is Mars Chief Economist & Managing Director of Catalyst - a global thought leadership capability and ‘think tank' for Mars Inc. that reports into a steering group chaired by the OOP (Office of the President).
Over the last decade, Catalyst has developed cutting edge initiatives recognised as such by Mars, the industry and the scientific community in critical areas:
(1) Economics of Mutuality, a ground breaking research program to enact a distinctive growth model whereby Mutuality drives business performance. This program led, inter alia, to a multiyear partnership with Oxford University to co-develop a new management theory centred on Mutuality, the publication of a thought leadership review ’the brewery’ on the role of Mutuality in society and the launch of a new business model driving property at the base of the pyramid (with Wrigley in Sub-Saharan Africa)
(2) Culture Lab, a fusion of social sciences approaches to tap into a huge untapped asset (culture) to preserve M&A value, be a force multiplier for strategies and nurture ‘one Mars’
(2) Demand Lab, a cutting edge research program that helps address the $2B media & marketing spend question (i.e., multiplying by two the impact of TV advertising on sales, deciphering the role of media in the laws of growth inter alia). This Lab is developing to cover other critical demand questions such as e-commerce and new RTM model
Catalyst is a global structure within Mars Global Services that manages a fluid network of interconnected experts across a wide range of academic disciplines (and is governed by a steering group chaired by the OOP). Members of the core team are located in the US, Europe and Asia and embrace a large number of academic disciplines ranging from theoretical physics to anthropology, from artificial intelligence to cognitive psychology, from development economists to MBAs, PhDs, and historians represented by more than 10 different nationalities.