The Mars Agency Acquires Brand Activation Agency The In Group

The Mars Agency has announced the acquisition of The In Group, a New Zealand brand activation agency.

“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,” said 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 expanded its commerce marketing capabilities in Australia beyond shopper and experiential to encompass retail media, ecommerce, and analytics. By partnering with The In Group, it can now apply that successful formula for growth in New Zealand as well, the agency said

“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,” said Chris Coffey, The In Group’s Founder and Managing Director, who will continue leading local activity in her current role.

Coffey, who launched The In Group 16 years ago, added, “I’m beyond excited to start this next chapter in our history.”

The acquisition continues U.S.-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,” said 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.”