Podcast ¦ Uncensored CMO: Mars Brand Building Masterclass with Rankin Carroll

Key Takeaways

1. Curiosity as a Driver: Cultivating a culture of curiosity about consumers, competition, and technology is crucial for success in marketing today.

2. Importance of Trust: Establishing trusted partnerships within and outside the organisation fosters collaboration and ambition that drive effective marketing outcomes.

3. Value of Consistency: Long-standing brands, like those of Mars, illustrate the significant competitive advantage that consistency in messaging and execution can generate.

4. Dynamic Agency Relationships: Maintaining long-term relationships with agencies while also injecting fresh talent can help ensure creative vitality and relevance.

5. Holistic Measurement: A relentless focus on measurement, particularly in understanding attribution across various marketing levers, is essential for optimising performance.

6. Embracing Technology: The integration of technology in marketing strategies is vital for personalising consumer experiences and driving engagement.

7. Balancing Creativity and Technical Execution: Marketers must navigate the balance between technical execution and the creative wonder that fuels brand engagement.

8. Significance of Distinctive Assets: Building and leveraging distinctive brand assets (e.g., characters and slogans) is critical for brand recall and equity.

9. Engagement Through Co-Creation: Engaging consumers in co-created brand experiences enhances personalisation and strengthens brand loyalty.

10. Adaptation to Modern Trends: Brands must remain attuned to cultural trends and consumer behaviours to harness modern communication platforms effectively.

11. Learning from Mistakes: Continuous learning and course correction based on past campaigns help refine brand strategies and avoid complacency.

12. Experiential Marketing: Innovative campaigns that offer unique consumer experiences can amplify brand presence and resonate deeply with audiences.

Key Statistics

• Mars shifted its media spend from approximately 60% linear and 30–40% digital in 2019 to a majority of digital spending.

• The campaign for Twix, “Two is more than one,” was successfully engaged during the Super Bowl, showcasing innovative digital engagement.

• Over the last five years in the U.S., Eminem’s campaigns consistently ranked among the top performers in advertising effectiveness.

Key Discussion Points

1. Role of curiosity in marketing and understanding consumer behaviour.

2. Dynamics of family ownership impacting brand stewardship and consistency.

3. Importance of long-term partnerships with creative agencies for brand success.

4. Shifts in media strategy towards digital channels and personalisation.

5. The evolving landscape of performance versus brand equity in marketing.

6. How distinctive brand assets contribute to ongoing brand recognition.

7. Strategies for balancing technical skills with creative inspiration.

8. Adjusting marketing efforts to resonate with modern culture and consumer trends.

9. Learning from past mistakes and embracing innovation in marketing.

10. The effectiveness of co-creation in enhancing consumer relationships.

11. Navigating the complexities of agency-client relationships within household name brands.

12. Effective communication of brand messaging across various platforms.

Podcast Description

In this episode of Uncensored CMO, host Tom Evans engages in an insightful discussion with Rankin Carol, Chief Brand Officer of Mars, a leading organisation renowned for its iconic confectionery brands. With over 20 years of experience at Mars, Rankin shares his extensive knowledge on the principles of building lasting brands while adapting them for modern audiences.

The conversation delves into the importance of consistency, the shift towards digital marketing, innovative co-creation strategies, and the role of curiosity in driving brand engagement. Listeners will gain valuable insights into the complexities of brand stewardship within a family-owned business, the significance of dynamic agency relationships, and how to measure marketing effectiveness in today’s evolving landscape.