Shopping Expedition: MARS, Nomadic Forge Alliance

MARS Advertising, the Southfield, MI-based shopper marketing specialist, and digital shop Nomadic Agency are combining efforts to market to shoppers through the formation of a new strategic partnership.

With 78% of all shoppers using the Internet to research and make purchasing decisions, the companies said the main goal of the partnership is to enhance “current digital offerings with strategic ideas that are shopper-focused and digital-by-design.”  

As part of the alliance, Scottsdale, AZ-based Nomadic will open a division inside MARS' headquarters office in Southfield. The initial Nomadic team there will consist of a digital practice lead and a digital creative director as well as subject matter experts in search, social, and digital media. They will be paired with shopper-focused counterparts from the MARS organization and will collaborate on assignments and campaigns. The MARS/Nomadic team will be supported by the Nomadic Scottsdale office, which houses over 60 employees.



MARS clients include Campbell Soup, Clorox, Coca-Cola Co., and Pfizer Consumer Healthcare. Nomadic clients include Disney Parks & Destinations, Ubisoft, Cricket Wireless and Hoya Vision.

Rob Rivenburgh, chief operating officer at MARS Advertising, said the alliance would help the shop “expand upon our current digital solutions, so that we remain innovative in today's digital age and are able to continue building a broader portfolio of services for our clients."

"The opportunities to engage shoppers have never been as plentiful and rich” added Tim Washburn, executive creative director at Nomadic. “Search, social and commerce platforms put shopper insights and creative inspiration at our fingertips. They give us platforms to directly influence shopper behavior and build equity in ways that we could have only hoped for in the past.”

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