Mars Brand Building Masterclass with Rankin Carroll
Description
Rankin Carroll is the Chief Brand Officer at Mars, having joined the company in 2002. Mars is responsible for some of the most well-known advertising in the world, for brands including M&M’s, Twix, Snickers, Skittles, and more. Jon speaks to Rankin about long-term brand building vs. performance marketing, how to get the most out of agencies, and what it takes to build a portfolio of incredible brands.
Timestamps
00:00 - Intro
00:52 - Rankin’s career journey
05:49 - How the Chief Brand Officer role works at Mars
07:37 - Marketing mix spend at Mars – can you implement a fully earned strategy?
13:27 - Brand building vs. performance marketing
15:13 - How Mars stays so consistent with their marketing
19:06 - The power of consistency and longevity at Mars
24:55 - How agencies can get the most out of their clients
32:09 - How Twix became a $1 billion brand
38:41 - Own Goal Snickers AI campaign explained
40:43 - The dominance of M&M’s advertising in the System1 database
44:40 - The power of the M&M’s characters
48:04 - Rankin’s advice to young marketers
United States
