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The Mars Agency, an independent, global commerce marketing practice, today announced the appointment of Martyn Farmer as Vice President of Business Leadership, a new position in its Berlin, Germany, office.

Farmer will be focused on bringing the agency's Data & Insights, Ecommerce and Retail Media practices to clients in that region to facilitate a more Connected Commerce experience for their shoppers. The office already handles clients such as Mars Inc.’s confectionery and pet care brands.

Before joining The Mars Agency, Farmer worked at Amazon and TikTok developing strategic advertising solutions and driving revenue growth across the automotive, CPG and healthcare sectors. In addition, he led business development at Geometry Global for three years in Germany and was a new business consultant in Germany for four years. He also held senior agency management roles within the DDB network across Europe for over 8 years.

Greg Thorpe, Managing Director at The Mars Agency’s London office and to whom Farmer reports, said, "Martyn's remarkable track record in marketing communications, business development, and client management will be instrumental in driving our growth in this region and cultivating relationships with our clients.”

With more than 30 years of experience in branding, strategy, retail media and shopper marketing, Farmer will help The Mars Agency’s client partners maximize commerce opportunities and growth.

"I understand the challenges of the traditional retail space and ever-evolving online environment,” said Farmer. "This is a valuable opportunity to contribute to the company's growth in the connected-commerce arena and further strengthen the solid foundation already in place."

Farmer is among the latest new hires at The Mars Agency, which also recently named Katrina Smart as Commerce Media Director for Europe and in Australia, Gavin McColl as eCommerce Director and Jeremy Hagnere as Retail Media Director.