Meet Five Innovators Shaping the Future of Mars United Commerce
Mars United Commerce (MUC) is at the cutting edge of revolutionising commerce marketing, and with its recent acquisition by Publicis Groupe, the agency is primed to expand its offerings and drive even greater innovation in the industry. The acquisition aligns with Mars United Commerce's strategic vision to provide connected commerce solutions that integrate insights, media activation, and performance measurement, helping brands win in the final mile of purchase.
As we begin 2025, and with the exciting launch of new commerce solutions, LBB discovers how the talented Mars United Commerce team is driving these innovations forward. From blending creative ingenuity with emerging technologies to redefining the role of content in commerce, these five key team members are leading the charge in creating immersive, personalised, and data-driven marketing experiences.
“The real magic happens when you break down problems to their simplest parts, challenge assumptions, and build new solutions from the ground up.” – Andrew Wenner, director, Frameshop
As director of Frameshop, Mars United Commerce's in-house content studio, Andrew Wenner has pioneered new ways of using CGI, VFX, and editing to produce content that drives engagement and conversions. Through his innovative approach, Andrew and his team have reimagined how technology can be leveraged to enhance storytelling and create visually compelling commerce content.
LBB> How has the role of CGI, VFX, and editing evolved in commerce marketing, and how have you helped reshape these technologies to drive engagement at Mars United Commerce?
Andrew> Each discipline has undergone a significant transformation, driven by technological advancements and shifting consumer expectations. If there is one way our team has helped move the agency forward, it would be using the first principles approach: breaking down complex problems into their most basic parts, questioning assumptions and conventions, rebuilding from the ground up, and creating new solutions from scratch.
LBB> What’s been your most memorable project at Mars United Commerce that leveraged your expertise in content creation? And how did it contribute to the agency’s broader commerce strategy?
Andrew> That's a tough question. One recent project does stand out, a hybrid CGI and photography project we did for Persil detergent. The client wanted a large-scale photo shoot with lots of talent and eight unique fully built (and huge) practical sets to be shot over multiple days.
In the initial project meeting with the client, our team mocked up a CGI laundry room environment. We shared this during that very same meeting, showing how quickly we can create high-fidelity 3D environments. Not only were they impressed, but we were able to change how they think about creating content in one meeting. We ended up creating all the CGI environments in advance, then shooting all the talent on a gray screen in one day, using tailored lighting to match each environment.
Knowing what the client was trying to achieve, we challenged the conventional thinking around photoshoots and delivered beautiful content while saving the client substantial time and money. Innovation in content creation is critical for commerce because it helps brands stand out in an increasingly competitive and cluttered marketplace.
LBB> With the Publicis acquisition, how do you envision the future of content creation at Mars United Commerce? What new tools or technologies do you see revolutionising the way commerce-driven content is produced?
Andrew> I'm excited, my goal for the next few months is to get a good understanding of everything the Publicis acquisition brings when it comes to talent and technology. I envision AI tools freeing us from the technical and time-consuming aspects of content creation, allowing us to focus on more creative problem-solving and innovative approaches.
“Technology should never drive the idea; it should only help bring a great idea to life.” – Brian Hutchinson, VP, production services
Brian Hutchinson is no stranger to pushing the envelope in production services. As VP of Production Services, he’s been integral to some of Mars United Commerce's most groundbreaking campaigns, where technology such as AI, VR, and augmented reality (AR) has been utilised to deliver innovative solutions for clients.
LBB> What role do you think technology, like AI or VR, will play in transforming the industry in the next few years?
Brian> There is no question that technologies like augmented reality, AI, CGI, and even digital wallets will play a significant role in the commerce space. We continue to see this ramp up year on year and adoption rates with consumers and shoppers continue to increase, which allows them to gain scale. What was once risky or considered a risk is now becoming mainstream and we are seeing the bell curve of innovation within the commerce space begin to expand. This is one of the most exciting times within the advertising and commerce marketing industry than I can remember.
LBB> How has your approach to production evolved as Mars United Commerce integrated more innovative solutions into its campaigns, and how does this align with the agency’s vision under Publicis Groupe?
Brian> I would say that our approach itself has not changed–we continue to be forward looking and forward thinking. What we are doing is always looking at how we can optimise and discover ways to increase effectiveness or increase efficiency in terms of time, money and resources. I believe it is this approach that allows us to compliment and fit into Publicis so well–we think the same way and that is very refreshing.
LBB> What excites you most about Mars United Commerce's upcoming connected commerce solutions launching in 2025, and how do you see production services playing a key part in their success?
Brian> What excites me the most is how fast this is all happening. Looking back, innovation was measured in incremental change over a decade, then more recently year over year. Today, incremental change is happening in the span of months and weeks and that is creating a lot of white space. If 2021 was the year of blockchain, 2022 was the year of Web3, 2023 was the year of the metaverse (little m, metaverse) and 2024 was the year of AR and AI (AI, GenAI and ML) - what gets me really excited is when these innovations begin to merge which is what I think we will see in 2025 - the intersection of web-based spatial computing and GenAI (responsive or dynamic AR) for example. When we see quantum computing scale up in 2026, it will be a whole new ballgame.
“Creativity and technology are more intertwined today than ever before, and it’s exciting to see how these two forces are reshaping the way brands connect with consumers.” – Rich Hashimoto, VP, creative director
As VP and creative director, Rich Hashimoto combines creative brilliance with the latest in technology to craft campaigns that resonate with modern consumers. His innovative use of emerging technologies has helped redefine how creativity and commerce intersect.
LBB> Rich, you’ve been part of campaigns that have introduced first-of-their-kind commerce solutions. What was your approach to blending creativity with emerging technology, and how did that influence the results?
Rich> The market and audience are constantly changing, and you need to understand how to reach them in unique ways all the time. While creativity doesn’t rely on technology, they are intertwined today more than ever, and it offers the opportunity to engage shoppers. I try to look at the potential of any new emerging tools and technology and how they could meet the client’s challenges.
Our approach always starts with a good brief filled with insights, an understanding of the audience, and what action we want them to take. For campaigns like “Rookie Mistake” for SNICKERS’ NFL and Super Bowl programs, we knew that football fans were constantly on their phones, checking scores, engaging in social media, etc. We wanted to develop something that would be on-brand, entertaining, and offer up an eCommerce solution. The result was an engaging AR experience called “SNICKERS Misfortune Teller”. By scanning a QR code, you gained access to the experience through your phone. We used well-known NFL star TJ Watt to give out fun-filled fortunes on whether you made a Rookie Mistake or not—enticing you to enter a promotion, as well as linking to purchase the product.
LBB> How do you stay ahead of trends in an ever-evolving industry, and how do you see creativity evolving in the commerce marketing space as we move toward 2025?
Rich> Staying ahead of trends and technology requires a lot of proactive learning and an open mind. You need to constantly look EVERYWHERE (follow innovators, experiment, take classes, network) because you never know if the solution is brand new or something old school that hasn’t been tried yet. The one caution is that trends can go away as quickly as they come. If you are nimble, you can capitalise on something in the moment. So, you need to really think through what you are proposing: does it solve the challenge, and does it speak to your audience?
Creativity is shaping the commerce market in unique ways. It’s helping things to become more immersive and personalised than ever before. In 2024, I saw tools like AI take baby steps in helping ideas come to life. In 2025, it will become more commonplace in the storytelling of brands to create more engaging and personalised commerce marketing experiences.
LBB> In the context of the Publicis acquisition, how do you see Mars United Commerce's creative direction evolving to take advantage of the resources and opportunities now available?
Rich> I have worked for the Publicis Groupe before and know firsthand how amazing the people and network the “Power of One” can bring. Mars United will now be able to tap into new resources, brand knowledge, people, and vendor partners, bringing a fresh perspective to all the creative work. It’s very exciting!
“AI isn’t here to replace creativity; it’s here to enhance it. It accelerates the process and removes barriers that once existed in turning ideas into reality.” – Lura Meisch, creative director
Lura Meisch is Mars United Commerce's resident AI expert, constantly exploring the ways AI can transform the creative process. As Creative Director, Lura has been instrumental in integrating AI into the creative workflow to enhance efficiency, speed, and the overall quality of content.
LBB> How do you see AI playing a pivotal role in shaping the future of creativity, and what are some exciting ways you’ve used it at Mars United Commerce to enhance campaigns?
Lura> AI has and is already changing the way that creativity is explored. It’s removing technical barriers for creatives to get an idea out of their head regardless of skill level, it’s prototyping an idea before diving into the details, it’s eliminating the struggle of “how will this work” before spending 8 hours on something that doesn’t end up feeling quite right.
At Mars, our creatives have integrated Gen AI into a few parts of our process; we’ve integrated it into our brainstorming sessions to quickly test ideas before finalising 3D designs. We’ve transformed pencil sketches into rendered comps with just a click, allowing us to explore more concepts, faster. We’re using it to extend backgrounds, refine imagery, and eliminate the need for super rough Photoshop comps when selling ideas. This process results in work that feels more real and refined, as we’re no longer limited to our own technical skills.
Once we have our final concept, we make sure to bring in the experts to finalise and bring it to life. We’re not replacing our creatives with this tool; we’re using it to enhance our speed and efficiency during the ideation process, allowing all levels to play.
LBB> As Mars United Commerce prepares to roll out its connected commerce solutions in 2025, how do you envision the integration of AI with other creative technologies transforming the industry?
Lura> We’re going to a large-scale shift toward personalisation. It’s a hot topic right now, with many tech companies embedding their own AI systems into their operating systems (see: Meta AI, Apple Intelligence, Google Gemini, etc.). As this transition becomes more seamless, creators need to ask themselves: How do we use this tool with intention? How can we ensure that the tools being used are carbon neutral? If not, how do we communicate that concern to the powers that be? Are the results that you’re getting biased? Are we confirming implicit biases when using our own data to train AI models? How do we stay intentional with this tool as we shift from concept to execution? The push for personalisation is only going to grow, and it'll become essential to ensure humans remain part of the process. As AI content becomes more pervasive, the question becomes: how will we continue to innovate?
LBB> In your journey as an AI explorer, what’s been a pivotal moment of discovery that has reshaped the way you approach creativity in your work?
Lura> Recently, I completed a 12 week ELVTR course with James Hurst, the Creative Director at Tinder. One key point he emphasised during the course, was that AI is merely a tool not a replacement for creativity. This is something I’ve encouraged my team and department to consider as we move forward. We need to stop putting AI on a pedestal as if it’s going to take over the world. It’s simply another evolution of the tools we have at our disposal. Its purpose is to make us faster, smarter, and more agile. Though it may disrupt certain industries, that’s simply a truth we must face.
Historically, that’s how progress works — just like the invention of the printing press, the newspaper, the cell phone and other innovations that have propelled humanity forward. AI accelerates the creative process, which is why those who rely solely on AI need to consider its overall impact on society.
“Great copy is about making a connection. It’s about creating a conversation that feels real, memorable, and worth engaging with.” – Sarah O'Hanian, senior copywriter
Sarah O'Hanian is a senior copywriter whose unique approach to writing combines empathy, creativity, and a deep understanding of digital commerce. Her work focuses on creating compelling narratives that drive action and resonate with consumers.
LBB> How has your approach to writing evolved in a digital-first world, especially when crafting campaigns aimed at driving commerce and consumer action?
Sarah> I find myself writing with a touch more empathy. If we’re going to add to the messaging folks receive (but didn’t necessarily ask for), I think all of us crafters-of-ad/marketing-messages need to ask ourselves: how can we earn a response, rather than just call for an action? There’s a sentiment that “no one reads anymore” which…I’ll be frank, I disagree with.
Instead, I think, as writers, we need to be asking ourselves: is this message interesting or rewarding to read? If not, we need to rework it. Whether it’s a teeny tiny banner ad or a big idea with cultural impact, as tech keeps getting smarter…we need to remember that people are ultimately our target. Let’s dare to be a little silly...sentimental…clever...honest, even, with our campaigns. That’s what passes the human test!
LBB> In your opinion, what’s the key to creating truly impactful and persuasive copy in today’s fast-moving, tech-driven commerce landscape?
Sarah> Great copy makes for great conversation. Great conversation makes for great connection. I’m constantly asking myself….can this be sharper? Zanier? Fancier? Where can I zip in a little intrigue to make something memorable? Those unexpected flourishes of personality can be surprisingly meaningful. They don’t just say something. They make you feel something. No matter what tech unlocks for us — new media, experiences, data — that fundamental ability to connect is ultimately what wins hearts along with add-to-carts.
LBB> As Mars United Commerce prepares for the launch of its connected commerce solutions, what do you see as the future of copywriting in this space, especially as AI and technology continue to influence the creative process?
Sarah> The core of copywriting is (at least in my mind!) fabulous ideas. I think with new tools like AI on the rise, we’ll be able to lean in more than ever on that conceptual centre. I’m fully expecting less fret about headlines-fitting-character-counts and more freedom to dream up big ideas with character that counts. In my opinion, that’s the sort of connection that powers (creative!) connected commerce.
The talented team at Mars United Commerce (MUC) is a driving force behind the agency’s leadership in connected commerce. Their expertise in blending creativity with emerging technologies like AI, AR, and CGI ensures that Mars United Commerce is always ahead of the curve, delivering innovative solutions to clients. With the upcoming launch of connected commerce solutions in 2025, the future is incredibly bright for Mars United Commerce as it continues to revolutionise the way brands connect with consumers. Stay tuned — the next big thing in commerce marketing is just around the corner.
