James Miller
BBDO's Global CSO on MARS and PepsiCo
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Dec 2, 2023 • 46min
A look back on Snickers' strategy with the team that shaped it
Rankin Carroll and James Miller discuss the untold story behind Snickers' iconic campaign. They delve into the type of strategy provided by PBDO and highlight the importance of collaboration. The state of the Snickers brand and business is explored, as well as the debate between focusing on hunger or energy. The success and impact of the campaign featuring Betty White and Aretha Franklin is discussed, along with the evolution of Snickers' brand strategy.
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