Shopper and activations agency XPO: The Mars Agency has launched its global retail media division in Australia.
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.
They also launch with foundation client George Weston Foods’ Don Smallgoods, handing over the management of their trade marketing spend through 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.
Sally Tobin, XPO: The Mars Agency managing director, said XPO (which was acquired by The Mars Agency last April) has a deep understanding of the retailer space in shopper marketing while The Mars Agency has two decades of global expertise in retail and 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," Tobin said.
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®, a 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.
Sophie Fetterplace, head of marketing and innovation Don Smallgoods, said her company is excited to partner with XPO:The Mars Agency and the Marilyn technology platform.
“We are looking forward to unlocking greater potential and effectiveness in retail and search Media through their management and platform learnings," Fetterplace said.
Jeremy Hagnere, XPO: The Mars Agency retail media director, said 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,” Hagnere said.
“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.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.