Fabio Ruffet leads some of the world’s most loved brands — including Twix, Snickers, and Mars’ global gum portfolio — but his creative journey started with a bold move: spending all he had on the fanciest envelopes in Argentina to land his first job.

In this Second Wind conversation with Gully Flowers and Jake Neske, Fabio reflects on his path from agencies like Ogilvy and Havas to leading brand experience across Europe and beyond. He shares:

• Why consistency is the most powerful tool for long-term brand building.

• How Mars is using AI and technology to expand creativity in unexpected ways.

• Lessons from iconic campaigns like Snickers x Mourinho AI persona and Twix Harmonizer.

• The role of curiosity, tenacity, and collaboration in building a resilient career.

• Why rejection, like auditions for actors, is essential for creative growth.

This is a candid look at the craft of brand building from someone shaping how billions experience some of the world’s most iconic products.