Commerce marketing practice The Mars Agency has acquired NZ’s leading brand activation agency, The In Group.
Commercial details haven't been released.
The latest deal comes after the 2022 acquisition of Australia-based shopper and activations agency XPO Brands,
“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,” says 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.”
The Mars Agency has expanded its commerce marketing capabilities in Australia beyond shopper and experiential to encompass retail media, ecommerce, and analytics.
Chris Coffey, The In Group’s founder and managing director, who will continue leading local activity.
Coffey launched The In Group 16 years ago after recognising the need for more effective, results-driven product sampling and brand activation.
The acquisition continues US-based The Mars Agency’s ongoing international expansion, which began in 2010 with the opening of a London office.
“We’re aligning ourselves with best-in-class organisations around the world to provide marketing excellence wherever our clients need it,” says Rob Rivenburgh, global CEO of The Mars Agency.
“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.”
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