The Digiday Podcast If Google's cookie phase-out ever comes, here's what a cookie-less future looks like for Mars' chief brand officer Rankin Carroll
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Feb 11, 2025 Rankin Carroll, Global Chief Brand Officer at Mars Snacking, dives into the future of marketing in a cookie-less world. He discusses innovative strategies to leverage first-party data for brands like M&Ms and Snickers. Carroll also highlights the importance of partnerships and the role of AI in enhancing audience engagement. Additionally, he reflects on Mars' eye-catching Super Bowl marketing campaign, emphasizing how adaptability and creativity are crucial in the evolving digital landscape.
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Twix's Second-Screen Super Bowl Strategy
- Twix advertised during the Super Bowl using a second-screen approach, focusing on social media and owned channels.
- This strategy aimed to engage viewers who multitask while watching the game.
The Shift to Non-Paid Channels
- Consumers increasingly engage with non-paid channels, prompting brands to adapt their strategies.
- This shift requires creating rich, engaging experiences on owned channels and through partnerships.
Balancing Brand and Performance Marketing
- Marketers must balance brand building with performance marketing.
- While performance marketing offers better ROI, brand building ensures long-term value and consumer connection.