Award-Winning XPO Brands Creates Global Partnership with Leading US-Based Agency

XPO Brands & The Mars Agency Fuel Shopper Marketing Growth in the Region

XPO Brands, a leading Australian retail activation agency, announced today that it will forge a new international partnership with The Mars Agency, a global commerce marketing agency. This collaboration gives XPO the financial backing and operational support to continue to grow and deliver best-in-class shopper and experiential marketing across the region. It also provides access to The Mars Agency’s industry-leading technology and data platform, Marilyn, to enhance solutions for XPO’s clients in Australia and New Zealand. 

Founded in 2013, XPO Brands has earned an acclaimed reputation as a creative leader in Shopper and Experiential Marketing. They were recently named B&T’s Shopper Agency of the Year and won five top awards at Shop! Association’s Marketing at Retail Awards, overall Best Design & Innovation and overall Best Display. They have also brought first-of-their-kind innovations to the market — including technology platforms MateRiX and SampleLab — that continue to push the boundaries of what’s possible in connecting brands with shoppers.

The Mars Agency brings rich experience in commerce marketing with scale and presence around the world. Their intelligent, results-driven marketing technology platform and strong capabilities in media and ecommerce enhance and complement XPO’s stake in the local market. 

“I’m thrilled to join forces with a company that matches our own values, passionately innovating and helping their clients succeed,” said Sally Tobin, Founder and Managing Director of XPO Brands. “I’m excited to bring new technologies and extended commerce services to Australia and New Zealand thanks to the support of The Mars Agency.”

“We’re thrilled to welcome XPO Brands to the Mars family and grow our footprint,” said Mars Global CEO Rob Rivenburgh. “With their strong leadership and innovative spirit, and now our support, their ambitions can truly be realized.”

XPO Brands will keep its name, clients and, most importantly, talent and leadership. Both Sally Tobin and Gary Head will continue as Managing Director and Executive Creative Director, respectively. Darren Keen, CEO of International Markets at The Mars Agency, will oversee this expansion.

The Mars Agency is an award-winning, independently owned, global commerce marketing practice. With talent around the world, they connect people, technology and intelligence to create demand and drive profitable, sustainable growth. Their latest MarTech platform, Marilyn®, enables marketers to make better decisions, create connected experiences and drive stronger results. Learn more at and

XPO Brands is an-award winning creative agency dedicated to transforming the way retailers and brands connect with and influence people. Headquartered in Sydney with an additional arm in Melbourne, their integrated, below-the-line campaigns span across Shopper Marketing, Digital and Content, Experiential Events and Product Sampling. Learn more at 

For more information, contact:

Sarah Jo Sautter. 248.506.5829

Sally Tobin. 02 9966 4003