Uncensored CMO Mars Brand Building Masterclass with Rankin Carroll
May 21, 2025
Rankin Carroll, Chief Brand Officer at Mars, has been crafting iconic campaigns since 2002 for brands like M&M’s and Snickers. In this discussion, he contrasts long-term brand building with performance marketing. Carroll shares insights on the consistency that keeps Mars brands thriving, while revealing the secret behind Twix's rise to a billion-dollar brand. He also explores how effective agency collaboration fuels creativity and reflects on the enduring charm of M&M’s characters. His advice to young marketers emphasizes the blend of curiosity and data-driven strategies.
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Rankin Carroll's Career Journey
- Rankin Carroll transitioned from banking to marketing and advertising early in his career.
- He gained experience at Pepsi and Molson before joining Mars, where he has spent over 20 years.
Mars' Shift to Digital Marketing
- Mars shifted media spending heavily towards digital and addressable media.
- Personalization at scale and co-creation are key future focuses for reaching consumers effectively.
The Power Of Brand Building
- Brand-only marketing outperforms performance-only by about 90% ROI.
- Combining both strategies yields an additional 10-20% ROI increase.