The Mars Agency has expanded its foothold in the Australasian region with the acquisition of The IN Group, a New Zealand-based brand activation agency. This move builds upon the agency’s efforts to bolster its position in experiential marketing, following its previous acquisition of Australia-based XPO Brands in spring 2022.
The acquisition also continues the United States-based Mars Agency’s international expansion, that began in 2010 with the launch of a London office.
Sally Tobin, managing director of The Mars Agency Australia and New Zealand 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, founder and managing director of The In Group, will continue leading local activity in her current role. Coffey launched The In Group 16 years ago after recognising the need for more effective, results-driven product sampling and brand activation in the CPG and healthcare marketplaces while serving in high-level marketing and management roles at GSK (now Haleon), Microsoft and Grey Worldwide.
Said Coffey, “With the resources and expertise of The Mars Agency supporting us, we’ll be able to drive even greater success for our clients. I’m beyond excited to start this next chapter in our history.”
Rob Rivenburgh, global chief executive officer of The Mars Agency, added “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 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.”