XPO: The Mars Agency brings global Retail Media Solution to Australia with forme...

Thursday, 29 June 2023 13:50

XPO: The Mars Agency brings global Retail Media Solution to Australia with former Cartology Jeremy Hagnere appointed Retail Media Director

By The Mars Agency

Jeremy Hagnere - Retail Media Director

PEOPLE MOVES: Brands entrusting their trade media budgets to the agency to be managed and measured by new measurement platform.

Award winning shopper and activations agency,XPO: The Mars Agency has officially launched its global fully-integrated Retail Media Division in Australia under their ever expanding Connected Commerce offering.

XPO: The Mars Agency’s Retail and Search Media Management offering marries in-market Shopper Marketing prowess with 20 years of global retail media and data driven measurement experience to bring unrivaled expertise to Australia.

Leveraging the extensive, industry-leading capabilities of The Mars Agency (whichacquired XPO last April), the Retail Media division will be led by Jeremy Hagnere, who was recently appointed as Retail Media Director, joining the group from Cartology where he held the role as Director of Client Partnerships and Sales.

“XPO has a deep understanding of the retailer space and award-winning credentials in shopper marketing; The Mars Agency has two decades of global expertise in Retail & Search Media Management. That combination makes us perfectly positioned to help clients bridge the gap across brand, trade and retailer and meet their complex needs across the ever-expanding Commerce Marketing ecosystem,” said XPO: The Mars Agency Managing Director, Sally Tobin.

With Retail Media on the rise in Australia (experts forecast a $1bn market by 2025*), Tobin and the XPO:TMA team worked with their brand partners to identify an emerging gap in the market - the need for trade media and shopper expertise in one place.

Coinciding with the launch and further strengthening the capability is the Australian rollout of Marilyn®, the industry’s first comprehensive Commerce [Shopper] Marketing Measurement platform, which will ensure that XPO: The Mars Agency’s clients gain complete transparency into the performance of their retailer focused activities. The proprietary marketing technology platform uniquely solves for the complexity that so often has kept Commerce Marketing from being evaluated within traditional ATL Marketing Mix Models — or poorly measured when it is included.

Hitting the ground running, XPO: The Mars Agency’s Retail Media offering launches in Australia with foundation client George Weston Foods’ Don Smallgoods, handing over the management of their trade marketing spend through the major retail media networks including Cartology (Woolworths Group), Coles 360 & Citrus Ad Search Media to XPO, in a bid to better measure and drive higher returns across the retailer media networks. Retail Media Management and Measurement is an extension of the agency’s remit with the agency already supporting the brand in shopper marketing and customer development initiatives.

“We are excited to partner with XPO The Mars Agency and the Marilyn® technology platform,” said Sophie Fetterplace, Head of Marketing & Innovation, Don Smallgoods. “We are looking forward to unlocking greater potential and effectiveness in Retail & Search Media through their management & platform learnings.”

“Traditional media agencies have struggled to understand the sweet spot in which retail media plays. It’s a delicate balance of trade and customer relationships, overlaid with an understanding of shopper needs as well as media management,” explained XPO: The Mars Agency Retail Media Director, Jeremy Hagnere. “Having worked with both brand and retailer clients across Customer Development and Shopper Marketing locally for the last 10 years, XPO: The Mars Agency is uniquely placed to solve this emerging need. We’re exceptionally excited for what lies ahead for our new Retail and Search Media Management offering, and the business more broadly.”

Read 90 times

Please join our community here and become a VIP.

Subscribe to ITWIRE UPDATE Newsletter here
JOIN our iTWireTV our YouTube Community here
BACK TO LATEST NEWS here

GARTNER MARKET GUIDE FOR NDR 2022

You probably know that we are big believers in Network Detection and Response (NDR).

Did you realise that Gartner also recommends that security teams prioritise NDR solutions to enhance their detection and response?

Picking the right NDR for your team and process can sometimes be the biggest challenge.

If you want to try out a Network Detection and Response tool, why not start with the best?

Vectra Network Detection and Response is the industry's most advanced AI-driven attack defence for identifying and stopping malicious tactics in your network without noise or the need for decryption.

Download the 2022 Gartner Market Guide for Network Detection and Response (NDR) for recommendations on how Network Detection and Response solutions can expand deeper into existing on-premises networks, and new cloud environments.

DOWNLOAD NOW!

PROMOTE YOUR WEBINAR ON ITWIRE

It's all about Webinars.

Marketing budgets are now focused on Webinars combined with Lead Generation.

If you wish to promote a Webinar we recommend at least a 3 to 4 week campaign prior to your event.

The iTWire campaign will include extensive adverts on our News Site itwire.com and prominent Newsletter promotion https://itwire.com/itwire-update.html and Promotional News & Editorial. Plus a video interview of the key speaker on iTWire TV https://www.youtube.com/c/iTWireTV/videos which will be used in Promotional Posts on the iTWire Home Page.

Now we are coming out of Lockdown iTWire will be focussed to assisting with your webinars and campaigns and assistance via part payments and extended terms, a Webinar Business Booster Pack and other supportive programs. We can also create your adverts and written content plus coordinate your video interview.

We look forward to discussing your campaign goals with you. Please click the button below.

MORE INFO HERE!