Mars Agency rebrands as Mars United Commerce for global growth

The Mars Agency, a connected commerce company, has announced a significant rebranding initiative. The company will now be known as Mars United Commerce, reflecting its comprehensive evolution into a full-service commerce marketing partner for brands and retailers.

The rebranding is intended to encapsulate the ongoing changes in the commerce marketing industry. Now, there is a vast array of shopping channels and engagement opportunities that need to be individually mastered for program-level success while being collectively managed to drive company-wide growth. This new name will be adopted by all of The Mars Agency's operations globally.

Sally Tobin, Managing Director for Australia and New Zealand, said, "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. 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."

Rob Rivenburgh, Global CEO, emphasised the company's legacy of relentless innovation. "The Mars Agency has long been known for staying ahead of industry trends to build expertise in the emerging skill sets our clients need to drive sustainable business growth," Rivenburgh said. "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."

Mars United Commerce has invested significantly in technology and infrastructure, which has helped it become a global player in four key commerce disciplines: Strategy and Analytics, Retail Media and eCommerce, Content and Experiences, and Retail Consultancy. These disciplines combine to form a United Commerce Ecosystem, offering all the expertise clients need to navigate the increasingly complex commerce marketing landscape.

The company's proprietary Marilyn Commerce Marketing Technology Platform plays a crucial role in enabling new practices such as retail media, eCommerce, and marketing analytics. These capabilities enhance the company's core strength of applying unique shopper insights, deep retailer intelligence, and creative excellence to help clients make better decisions, create connected experiences, and achieve stronger business results.

Strategic acquisitions, such as XPO Brands in 2022, have expanded Mars United Commerce's reach and broadened its solutions. This acquisition also provided the necessary foothold to introduce its complete set of commerce marketing capabilities to new regions.

Today, Mars United Commerce encompasses a workforce of 800 professionals situated across North America, Europe, Australia-New Zealand, and Asia. These experts are not only skilled in specific functions but also trained and certified in every aspect of commerce marketing.

The rebranding signifies Mars United Commerce's global reach and commitment to functioning as an enterprise commerce partner, providing all necessary solutions for brand and retailer clients to grow their businesses. In its inaugural decade, XPO Brands earned a reputation in shopper and experiential marketing by consistently pushing the boundaries of what's possible in connecting brands with consumers. Following alignment with The Mars Agency, the company has rapidly expanded its expertise across retail media, eCommerce, and measurement and analytics.

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