Following a competitive tender process, Tiger Pistol Australia (TP) has been appointed by Mars Petcare as their digital transformation partners of choice for their Australian portfolio.
Chosen for their expertise in mass personalisation at scale and their proven track record of setting up businesses with best in class digital infrastructure, TP is uniquely positioned within the industry. They offer brands the strategy, technology and creative capabilities to ensure every buyer feels unique, and more importantly, every dollar invested is tracked.
Renee Lewington, Portfolio Marketing Director-Emerging Business at Mars Petcare, said, “With a core focus on getting closer to our customers and delivering a true omnichannel experience, we’re excited to partner with TP. Their focus on enabling personalisation at scale will feed rich data to our media strategy, build a solid framework for our expansion in direct to consumer, and provide valuable data to inform business transformation.”
“Mars Petcare is looking to lead the industry in data-driven marketing, and in the current landscape, this couldn’t be more important. Consumers are demanding a more personalised experience, and now is the time to be investing in the right infrastructure and strategy to deliver this. We are very excited about what we can achieve together.” stated Jaime Nosworthy, TP’s Chief Client Officer.
The win follows Mars’ recent foray into the direct to consumer channel, with the launch of the new ADVANCETM Pet Food E-Commerce store in January 2020. TP will lead the comprehensive restructure of ADVANCETM’s back-end system, creative and performance media assets to enable a new, more personalised and cohesive buying experience. This includes engaging with the wider network of ADVANCETM retailers, breeders and vets to obtain a holistic view of the product and ensure all stakeholder requirements are met.
The partnership will see TP involved in the digital transformation of other brands within the Mars Petcare portfolio. Including working on projects such as the website re-launches for OPTIMUMTM, ADVANCETM and SCHMACKOSTM to align with the business-wide shift to enabling personalisation. As well as executing digital-first creative for OPTIMUMTM across Amazon Marketplace, TP will build custom technology solutions for Mars and support with digital-first product launches.
