“We’re looking for people who can help us with that creative firepower to bring ideas and emotions and feelings and resonance to our brands that are going to make our brands more valuable,” said Doug Martin, chief marketing officer for General Mills. “We’re looking for people to help lean in with us—maybe take some creative risks, maybe take some swings. But do some things that are going to be memorable and meaningful for consumers.”

“The household with kids looks different today than it did 10 years ago,” Martin said.

“We have to be relevant to and focus on the multicultural household. We have to be aware of challenges coming from all directions—private label is a value-based competitor that has a lot of appeal right now, and there are a lot of smaller niche brands that may be more premium. That’s why it’s more important than ever to be really clear on what our brands mean and what they deliver.”

Martin pointed to Cheerios and Pillsbury as examples of brands that may see renewed creative pushes. Cheerios is seen at General Mills as a lifelong brand, starting with toddlers testing fine motor skills to older folks looking after their heart health. The Pillsbury Doughboy turns 60 next year.

“I think there’s a lot of ways that we can continue to leverage him more, because he's such a distinctive brand asset,” he said.