Maximalism in Marketing: The Twix Approach

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