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.

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.