Mars Agency Rebrands As Mars United Commerce

Mars Agency Rebrands As Mars United Commerce
B&T Magazine
Edited by B&T Magazine



The Mars Agency has rebranded to reflect its transformation into an enterprise-wide solutions partner for the commerce marketing industry.

The Mars Agency has officially rebranded as Mars United Commerce, a name reflecting its transformational growth into a full-service commerce marketing partner for brands and retailers.

Mars United Commerce fully embodies the ongoing evolution of the commerce marketing industry, which has become a vast, complex array of shopping channels and engagement opportunities that must be mastered individually to deliver program-level success but also managed collectively to drive company-wide growth. The name has been adopted by all The Mars Agency’s operations around the world.

“We’re so very proud of the equity we’ve built around the XPO name and the reputation we established for excellence in shopper and experiential marketing,” said Sally Tobin, managing director for ANZ, who launched XPO Brands in 2013. “Since joining The Mars Agency, we’ve moved beyond those roots to grow capabilities and gain equity in other key areas of commerce marketing. It’s only natural, then, for us to now join the rest of Mars in adopting a new name that better represents everything we can do for clients in the region”.

“The Mars Agency has long been known for relentless reinvention, for staying ahead of industry trends to build expertise in the emerging skill sets our clients need to drive sustainable business growth,” said Rob Rivenburgh, global CEO. “We have best-in-class capabilities across the full spectrum of commerce marketing, and an unmatched ability to unite them to drive even greater success for our clients. That’s what Mars United Commerce says to the marketplace”.

Significant investments in technology and infrastructure have helped Mars United Commerce become global leaders in four key commerce disciplines – strategy & analytics, retail media and eCommerce, content & experiences, and retail consultancy — that together form a United Commerce ecosystem providing all the expertise clients need to navigate the complex commerce marketing landscape.

Now-critical practices such as retail media, ecommerce, and marketing analytics are enabled through the company’s proprietary Marilyn Commerce Marketing Technology Platform. These new capabilities inform and enhance what has long been the company’s core strength: applying unique shopper insights, deep retailer intelligence, and creative excellence to help clients make better decisions, create connected experiences, and drive stronger business results.

Strategic acquisitions like XPO Brands in 2022, have expanded the company’s reach and broadened its solution set — but also provided the foothold needed to bring its full complement of commerce marketing capabilities to new regions.

Mars United Commerce now encompasses a workforce of 800 professionals across North America, Europe, Australia-New Zealand and Asia, all experts in specific functions but also trained and certified in every aspect of commerce marketing.

The rebranding reflects this global reach, but also the company’s past, present and future commitment to operating as an enterprise commerce partner that delivers all the solutions brand and retailer clients need to grow their businesses.

In its first decade of operation, the legacy XPO Brands became an award-winning leader in shopper and experiential marketing by continuously pushing the boundaries of what’s possible in connecting brands with consumers. Since aligning with The Mars Agency, the company has rapidly extended its passion and expertise across retail media, ecommerce, and measurement & analytics.

“With The Mars Agency’s support, we’ve become a more complete commerce partner for our clients,” said Tobin. “As part of Mars United Commerce, we’ll be bringing even more opportunities to the region”.




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