The Mars Agency has acquired The In Group, a New Zealand brand activation agency, marking significant expansion of its operations in the Australasian region,

The In Group, known for its focus on results, precise execution, and passion, will now be part of The Mars Agency's growing portfolio. The list of top clients includes Woolworths, Nestlé, and Clorox.

The deal follows The Mars Agency's acquisition of Australia-based XPO Brands in spring 2022. Financial terms were not disclosed.

“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," Managing Director of The Mars Agency ANZ, Sally Tobin, said. "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.”

The Mars Agency has been steadily expanding its commerce marketing capabilities in Australia, including retail media, e-commerce, and analytics. The acquisition of The In Group, established 16 years ago by Chris Coffe with an emphasis on product sampling and brand activation in the CPG and healthcare spaces, is set to further strengthen this expansion.

Coffey, who will continue leading local activity in his current role, expressed optimism about the acquisition.

“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,” he said.

The Mars Agency began its international expansion in 2010 with the opening of a London office. It now offers full-service capabilities across numerous world markets. Its recent acquisition, XPO Brands, has recently strengthened its e-commerce offering by appointing Gavin McColl as e-commerce Director.

Rob Rivenburgh, Global CEO of The Mars Agency, highlighted the strategic importance of the acquisition. “We’re aligning ourselves with best-in-class organisations around the world to provide marketing excellence wherever our clients need it,” he said.

The In Group's top clients include Woolworths, Nestlé, and Clorox. The Mars Agency was established in 2022 through the acquisition of regional shopper and brand activation leaders XPO Brands.