New Zealand’s leading brand activation agency provides a home base for client activation and limitless opportunities for expansion across ANZ.
In a move that underscores its leadership in the experiential marketing domain within the Australia-New Zealand (ANZ) region, The Mars Agency has announced its acquisition of The In Group, New Zealand’s leading brand activation firm. This announcement follows closely on the heels of their acquisition of XPO Brands in Australia in the spring of 2022, marking a significant stride in solidifying The Mars Agency’s reputation as the go-to partner for brand activation, both locally and regionally.
The integration of The In Group into The Mars Agency’s portfolio is more than just an expansion; it’s a strategic alliance that aims to leverage the strengths of both entities to deliver unparalleled brand experiences. “The In Group is well known for their relentless focus on results, their precise execution, and most of all for the passion they bring to everything they do,” remarked Sally Tobin, Managing Director of The Mars Agency ANZ. “They are the perfect partner for building brand experiences that will resonate with shoppers at the local level while driving client success throughout the region.”
In less than two years, The Mars Agency has notably broadened its commerce marketing capabilities in Australia, evolving beyond shopper and experiential marketing to include retail media, ecommerce, and analytics. This expansion into New Zealand, facilitated by the partnership with The In Group, represents a critical step in applying their proven growth formula beyond Australian shores.
Chris Coffey, Founder and Managing Director of The In Group, who will continue to helm local operations, expressed enthusiasm about the acquisition. “With the resources and expertise of The Mars Agency supporting us, we’ll be able to drive even greater success for our clients in numerous ways as we grow our business internally,” Coffey stated. She founded The In Group 16 years ago, bringing a wealth of experience from senior roles at major corporations such as GSK (now Haleon), Microsoft, and Grey Worldwide, and has since established the company as New Zealand’s premiere agency for brand activation and consumer engagement.
The Mars Agency’s international expansion trajectory, initiated with the opening of a London office in 2010, continues to gather momentum. This latest acquisition is part of a broader strategy to provide global marketing excellence, enabling the agency to support its roster of blue-chip clients worldwide and secure new business in each region it enters.
Rob Rivenburgh, Global CEO of The Mars Agency, highlighted the strategic vision behind the acquisitions. “We’re aligning ourselves with best-in-class organisations around the world to provide marketing excellence wherever our clients need it,” he said. “The talent, passion, and relentless focus on results that has made The In Group New Zealand’s leading brand experience agency is exactly the foundation we need to launch our full suite of services in the region.”
XPO Brands, under The Mars Agency’s umbrella since 2013 and led by Tobin, has been at the forefront of shopper and experiential marketing innovation. The agency’s commitment to pushing the boundaries of connected commerce has been further strengthened with the appointment of Gavin McColl as eCommerce Director, signaling a robust enhancement of its ecommerce capabilities.
This strategic consolidation by The Mars Agency not only reinforces its leadership position in the ANZ region but also sets a new benchmark for excellence in experiential marketing and connected commerce across the globe.
