What XPO Brands does

XPO Brands operates as a global United Commerce marketing agency, doing business as Mars United and The Mars Agency. Per firmographic data, the company is registered in Artarmon, Australia with a 501–1,000 employee base and the website xpobrands.com.au; its detailed corporate record traces back to Mars Advertising, Inc., founded in 1971 and now headquartered in New York with regional offices in London (Europe) and Sydney (APAC), plus presence in New Zealand and Canada. The firm serves enterprise consumer brands and retailers with an integrated suite of commerce marketing services organised around five disciplines: Strategy & Analytics, Digital Commerce (Commerce Media and eCommerce, including a full-service Amazon team), Retail Consultancy (Customer Development and Retailer CX), Content & Experiences, and Activation Services (consumer promotions, in-store and out-of-store sampling, experiential events, content production).

The core technology is Marilyn®, a proprietary commerce marketing platform positioned as the data and insights layer across all service lines. The platform is described as delivering "data precision and actionable insights" and functions as the connective tissue between media strategy, trade media buying, digital shelf optimisation, retailer media network development, and activation execution. The firm monetises through quote-based professional services engagements with enterprise clients; pricing is not publicly disclosed and contracts are negotiated per client.

The customer base is dominated by large multinational FMCG and grocery/retail enterprises, including Woolworths, Coles, Nestlé, Mars, Kraft Heinz, Henkel, Lindt & Sprüngli, Cadbury, Bega, McCain, Arla, Lactalis, Samsung, Walmart, Kathmandu, AO, and others. Marketing and distribution rely on direct enterprise field sales, dedicated regional client leadership teams, thought-leadership content (blog, quarterly Retail Media Report Cards, webinars), and active LinkedIn and Instagram presence; the agency also participates in industry awards and conferences (SHOP!, Effie, Mumbrella, B&T, Reggie Awards). Leadership includes Sally Tobin as Founder and Managing Director (ANZ). The firm has sustained award recognition from 2021 through 2024 across SHOP! ANZ, SHOP! Global, Effie Global, Mumbrella, B&T, and Reggie Awards, indicating consistent competitive positioning in the global shopper marketing and commerce agency category.

Note on data reconciliation: the user-supplied input labels the firmographic record as "XPO Brands" (founded 2013, Artarmon, Australia) while the substantive operational data describes Mars United / Mars Advertising, Inc. (founded 1971, New York HQ, global). The analysis above treats the operational Mars United dataset as the primary evidence base for the commercial business while preserving the firmographic identity as supplied; PE/VC/M&A readers should treat these as effectively the same operating entity based on the convergence of brand, customer, technology, and service-line evidence.

Name

XPO Brands

Legal name

Mars Advertising, Inc.

Website

https://xpobrands.com.au

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

501–1,000 employees

Short description

XPO Brands (doing business as Mars United / The Mars Agency) is a global commerce marketing agency serving enterprise FMCG and retail clients across Americas, Europe, and APAC. It combines strategy, retail media, eCommerce, content, and activation services around its proprietary Marilyn® platform.

Ownership category

akta.pro rank

Product category

Shopper Marketing Services

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

SMS/MMS & Messaging Marketing Services (Text, RCS, WhatsApp/OTT) (MPAAAIAB)

Keywords

• Shopper marketing services
• Brand activation solutions
• Retail media services
• E-commerce marketing
• Commerce marketing agency

Headquarters

HQ city

Artarmon

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Commerce Marketing Services: Professional services revenue from strategy & analytics, content & experiences, retail consultancy, and retail media & eCommerce services for consumer brands and retailers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

XPO Brands is a marketing agency specializing in shopper marketing, brand activations, and e-commerce services for consumer brands and retailers. The agency delivers strategy & analytics, content & experiences, retail consultancy, and retail media & eCommerce services through an integrated United Commerce agency model supported by a proprietary commerce marketing technology platform.

Product overview

Mars United operates as a unified commerce agency offering a platform-plus-services model. The core technology is Marilyn®, a proprietary commerce marketing platform, supplemented by service disciplines including Strategy & Analytics, Digital Commerce (encompassing Commerce Media and eCommerce), Retail Consultancy (Customer Development and Retailer CX), Content & Experiences, and Activation Services.

Differentiator

Problem solved

Functional benefit

Brands

• Marilyn®: World's preeminent commerce marketing technology platform providing data precision and actionable insights for driving business success

Products and services

• Strategy & Analytics Commerce strategy and analytics service offering research & insights, strategy development, opportunity sizing, data analysis, business strategy & leadership, and annual strategy & planning for consumer brands and retailers.
• Retail Media & eCommerce Retail media strategy, media network engagement, trade media buying, media operations, trade spend optimization, paid online search, digital shelf optimization, SEO research, Amazon enhanced content, and seasonal shelf content refresh services for brands and retailers.
• Retail Consultancy Customer development and retailer CX consultancy covering omnichannel planning, joint business planning, retailer intelligence, retailer media network development, shopper experience, and shopper program development & management.
• Content & Experiences Creative and production services including concept development, experience design, brand activation, content development, video/photography/3D production, UX/UI design, set design & event production, brand ambassador staffing, in-store demonstrations, and out-of-home sampling.
• Activation Services Activation execution services covering consumer promotions, food service marketing, content production, digital experience production, out-of-store sampling, in-store sampling, and experiential events to maximize household penetration and conversion to purchase.
• Marilyn® Proprietary commerce marketing technology platform providing data precision and actionable insights to drive business success; wholly owned subsidiary of Mars Advertising, Inc. serving as the technology backbone of the agency's commerce marketing services.

Named customers21 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Advantage Solutions: Advantage Solutions is a North American–headquartered sales and retail marketing services provider covering in-store sampling, brand activations, and retail media. Comparable at the activation/execution layer of shopper marketing, though much larger and publicly listed in the US.
• Saatchi & Saatchi X: Saatchi & Saatchi X is Publicis Groupe's shopper and retail marketing network, delivering in-store, digital, and trade activation services to CPG brands. Comparable in shopper marketing service offering and enterprise brand portfolio, with the backing of a major holding-company network.
• Geometry Global: Geometry Global is WPP's dedicated shopper marketing and commerce agency, offering activation, retail media, and design services to global CPG/retail clients. Comparable in service scope and enterprise CPG focus, though it operates inside the WPP holding company rather than as an independent specialist.
• TPN (TracyLocke / TPN): TPN is Omnicom's commerce and shopper marketing agency operating across the Americas, EMEA, and APAC, focused on retail activations and brand experience programs for CPG/retail clients. Directly comparable on service mix and global CPG client base.

Direct peers

• The Mars Agency: The Mars Agency is a DBA of Mars Advertising, Inc. (the same legal entity referenced in XPO's data) and operates the US/global United Commerce agency business. It is the closest functional peer: same shopper marketing, retail media, and content & experiences services, same proprietary Marilyn® platform, and a shared global client roster (Mars, Nestlé, Walmart).
• Catalyst (CTP): Catalyst is an independent retail-media, shopper marketing, and data analytics agency serving CPG brands and retailers, with strong ANZ and US presence via the former CIA and Mediahub acquisitions. Comparable in retail-media focus and ANZ footprint.
• PWW (Peru Weber Worldwide): PWW is an Australian-born independent shopper and retail marketing agency now operating across ANZ and Asia, with strong credentials in CPG activations and retail media. Closest ANZ-based independent peer to XPO Brands in terms of service mix, geography, and target client profile.
• Mars United: Mars United is the rebranded global face of Mars Advertising, Inc. offering the same suite of strategy, retail media, content, and commerce marketing services under the 'United Commerce' framework. Directly comparable in service mix, technology stack (Marilyn®), and enterprise client portfolio.

Others

• Initiative (IPG Mediabrands): Initiative is IPG Mediabrands' full-service media agency that has built dedicated commerce and retail-media capabilities. Comparable as a buyer of retail media for CPG clients, though broader in remit beyond shopper/activations.

Regional players

• Smollan: Smollan is an Africa- and EMEA-headquartered retail solutions provider with growing APAC presence, offering in-store activations, field sales, and retail media services. Comparable at the shopper-activation layer and serves overlapping CPG brands, though primary geographies differ.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInau.linkedin.com/company/mars-united-anz
• Instagraminstagram.com/mars_united_anz
• Facebookfacebook.com/XPOBrands

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about XPO Brands