May 20, 2025

Ep.

191

53:20

MIN

Mars Brand Building Masterclass with Rankin Carroll

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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.

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Creators and guests

Jon Evans

Host

Jon Evans

Host of Uncensored CMO

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Timestamps

Intro

Rankin’s career journey

How the Chief Brand Officer role works at Mars

Marketing mix spend at Mars – can you implement a fully earned strategy?

Brand building vs. performance marketing

How Mars stays so consistent with their marketing

The power of consistency and longevity at Mars

How agencies can get the most out of their clients

How Twix became a $1 billion brand

Own Goal Snickers AI campaign explained

The dominance of M&M’s advertising in the System1 database

The power of the M&M’s characters

Rankin’s advice to young marketers

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