The Mars Agency expands ANZ operations, acquires brand activation agency The IN Group - MARKETECH APAC

New Zealand – Global commerce marketing company The Mars Agency has officially acquired New Zealand-based brand activation agency The IN Group, broadening its operations in experiential marketing across the ANZ region.

The IN Group provides a home base for client activation, creating and executing brand experiences that satisfy customers and drive results for brands such as Woolworths, Nestlé, and Clorox.

With this acquisition, The Mars Agency will have limitless opportunities for expansion across ANZ as they bring their full complement of connected commerce capabilities to New Zealand. By partnering with The IN Group, The Mars Agency is expecting to apply their successful formula in New Zealand as well.

The acquisition also solidifies the company’s status as an ideal partner for both local market and regional brand activation. After its successful procurement of Australia-based XPO Brands in 2022, The Mars Agency has shown significant growth in less than two years, having rapidly expanded their commerce marketing capabilities in Australia beyond shopper and experiential to encompass retail media, ecommerce, and analytics.

Coupled with its ongoing international expansion, The Mars Agency is showing aggressive global growth that benefits the agency, enabling it to support their roster of clients in a global fashion while also gaining new clients in each region.

Sally Tobin, managing director of The Mars Agency ANZ, said, “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. 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.”

Chris Coffey, in her current role as founder and managing director of The IN Group, is also set to continue leading the agency’s local activities.

Speaking on the acquisition, she shared, “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. I’m beyond excited to start this next chapter in our history.”

Meanwhile, Rob Rivenburgh, global CEO of The Mars Agency, commented, “We’re aligning ourselves with best-in-class organisations around the world to provide marketing excellence wherever our clients need it. The talent, passion, and relentless focus on results that have made The In Group New Zealand’s leading brand experience agency are exactly the foundation we need to launch our full suite of services in the region.”