MARS\Y&R has formally launched its London office as the headquarters from which to drive its shopper marketing expertise into Europe.
The agency opens its doors with a client list that comprises global brands including Colgate-Palmolive, Coca-Cola, Kraft and Bacardi. Here in the UK, Y&R also has a stake holding in the business.
It is led by Darren Keen, a consummate marketing professional whose CV includes posts as Arc Worldwide’s head of shopper marketing, client service director at The Marketing Store, promotional marketing director at Saatchi & Saatchi, and brand manager at Rank Group.
Keen heads a senior team that includes creative director Sarah Druce (ex Saatchi & Saatchi X), executive planning director Paul Porter (ex Tequila/TBWA), and business directors Becky Jackson (ex Saatchi & Saatchi X, Billington Cartmell), Andy Stephenson (ex Ignition and ZGC), Greg Thorpe (ex Tequila/TBWA, Carlson Marketing and P&G) and Paul Cope (ex Saatchi & Saatchi X, Iris, Joshua)
Keen said: "Shopper marketing is steadfastly in our DNA – we’re interested in who shoppers are, where and when they shop, and most importantly, why and how they shop. We pride ourselves on our ability to connect with shoppers everywhere.
"But that’s only part of the story; our knowledge of brand and trade marketing together with our channel expertise means we can build rounded relationships with retailers for the benefit of our clients. We have a simple, collective agency approach for everything: do fewer things, brilliantly."
The London office of MARS\Y&R has full access to the market leading tools of its US parent, headed up by MARS US CEO Ken Barnett, shopper marketing pioneer. These tools include the Shopper’s Journey®, a proprietary methodology for identifying insights and activating brands against them. In addition to this comprehensive, seven-phase proprietary approach, MARS brings expertise in digital shopper marketing and environmental design strategies.
Barnett said: "The London office has all the capabilities and tools of its US parent as its disposal – we are the leading shopper marketing agency in the US – as well as full autonomy to run its business in the way it sees fit. The London team is high-achieving, creative, enthusiastic and in total sync with the MARS philosophy."
MARS\Y&R has spent a year gearing up for its formal launch and has most recently been focusing on strengthening its digital and channel specialist capability.
