Mars Petcare appoints Tiger Pistol Australia as their digital transformation partner.


MELBOURNE – September 2020 –  Following a competitive tender process, Tiger Pistol Australia (TP) has been appointed by Mars Petcare as their digital transformation partners of choice for their Australian portfolio.

Chosen for their expertise in mass personalisation at scale and their proven track record of setting up businesses with best in class digital infrastructure, TP is uniquely positioned within the industry. They offer brands the strategy, technology and creative capabilities to ensure every buyer feels unique, and more importantly, every dollar invested is tracked. 

Renee Lewington, Portfolio Marketing Director-Emerging Business at Mars Petcare, said,  “With a core focus on getting closer to our customers and delivering a true omnichannel experience, we’re excited to partner with TP. Their focus on enabling personalisation at scale will feed rich data to our media strategy, build a solid framework for our expansion in direct to consumer, and provide valuable data to inform business transformation.” 

“Mars Petcare is looking to lead the industry in data-driven marketing, and in the current landscape, this couldn’t be more important. Consumers are demanding a more personalised experience, and now is the time to be investing in the right infrastructure and strategy to deliver this. We are very excited about what we can achieve together.” stated Jaime Nosworthy, TP’s Chief Client Officer. 

The win follows Mars’ recent foray into the direct to consumer channel, with the launch of the new ADVANCETM Pet Food E-Commerce store in January 2020.  TP will lead the comprehensive restructure of ADVANCETM’s back-end system, creative and performance media assets to enable a new, more personalised and cohesive buying experience. This includes engaging with the wider network of ADVANCETM retailers, breeders and vets to obtain a holistic view of the product and ensure all stakeholder requirements are met. 

The partnership will see TP involved in the digital transformation of other brands within the Mars Petcare portfolio. Including working on projects such as the website re-launches for OPTIMUMTM, ADVANCETM and SCHMACKOSTM to align with the business-wide shift to enabling personalisation. As well as executing digital-first creative for OPTIMUMTM across Amazon Marketplace, TP will build custom technology solutions for Mars and support with digital-first product launches. 


About TP

TP is a tech-led performance marketing agency and leader in personalising ads at scale.  Clients include Uniqlo, Spotlight Retail Group, Mission Foods, Asahi Premium Beverages, L’Oreal Professionnel and Coca Cola Amatil.

About Mars Petcare

Part of Mars, Incorporated, a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love, the 85,000 Associates across 50+ countries in Mars Petcare are dedicated to one purpose: A BETTER WORLD FOR PETS. With 75 years of experience, our portfolio of almost 50 brands serves the health and nutrition needs of the world’s pets – including brands PEDIGREE®, WHISKAS®, ROYAL CANIN®, NUTRO™, GREENIES™, SHEBA®, CESAR®, IAMS™ and EUKANUBA™ as well as the WALTHAM Petcare Science Institute which has advanced research in the nutrition and health of pets for over 50 years. Mars Petcare is also a leading veterinary health provider through an international network of over 2,000 pet hospitals and diagnostic services including BANFIELD™, BLUEPEARL™, VCA™, Linnaeus, AniCura and Antech. We’re also active in innovation and technology for pets, with WISDOM PANEL™ genetic health screening and DNA testing for dogs, the WHISTLE™ GPS dog tracker, and LEAP VENTURE STUDIO accelerator and COMPANION FUND™ programs that drive innovation and disruption in the pet care industry. As a family business and guided by our principles, we are privileged with the flexibility to fight for what we believe in – and we choose to fight for: A BETTER WORLD FOR PETS.

For detailed media information please contact Dominik Elias | Head of Marketing | E