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‘Always something to learn’: General Mills’ brand chief on the value of longevity

When Doug Martin joined General Mills as an marketing intern, he certainly did not expect to be at the same company some 18 years later.

“I didn’t come to General Mills to retire here, I came to General Mills because I wanted to learn how to build brands,” he tells Marketing Week.

General Mills counts huge names like Old El Paso, Häagen-Dazs and Betty Crocker among its house of brands. It operates more than 100 brands worldwide, with well known favourites such as Cheerios and Nesquik, also falling under the General Mills banner in the US. There are few better training grounds, then, for a marketer to see how great brands are built.

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