AUCKLAND, Friday: AU-based market-mix-modelling startup has today announced its Platinum Partnership, a programme providing its MMM platform to agency groups and their clients, with dentsu NZ signing on as an exclusive agency launch partner.
Mutinex is a market leader in market mix modelling, which uses media and external data from interest rate rises to weather, to assess return on investment from marketing activity and help clients make better decisions around marketing investment.
Mutinex has recently closed an $A5million seed extension funding round at a valuation of $37million and has over $A1billion media spend under analysis annually.
The Mutinex GrowthOS platform has been built to offer agencies and clients access to a platform that guides marketing decisions and ensures that channel mix is working as hard as it can for clients’ media budget, delivering superior return on investment.
Unlike traditional econometrics models that are expensive to produce and difficult to maintain, the GrowthOS platform can quickly analyse consumer behaviours and respond to how clients perform best in today’s market.
Dentsu will receive training and accreditation in how to apply growth modelling outputs to media plans as well as access to scaled data integrations for eligible customers.
Sydney-based Mutinex cofounder/ceo Henry Innis said: “We wanted to partner with an NZ agency that has the client base and technical knowhow to maximise the potential of its products and services, enabling a new set of customers to benefit from its innovative approach to market mix modelling.
“We’re looking forward to working with Richard Pook and the wider dentsu Aotearoa team, leveraging our technology and data to drive constantly improving media investment returns across the NZ market.”
Auckland-based dentsu ANZ chief product officer Richard Pook said: “Never before has an ANZ holding group commissioned independent and external analysis at scale like this.
“Combining our local data & analytics team with Mutinex and their sophisticated modelling products is a game changer for dentsu Aotearoa”
dentsu Aotearoa media MD Richard Hale said: “Our platinum partnership with Mutinex gives us unique access to an incredibly rich pool of data, ensuring that our clients are armed with the information they need to optimise their marketing activity, and ultimately grow, in a complicated and ever-changing marketing landscape.”
Henry Innis said: “This first platinum partnership deal solidifies the powerful potential to change the way scaled services businesses leverage AI powered foundation models to deliver better outcomes. AI models overlaid with human ingenuity is the future of great decision making for customers.
“We’re looking forward to working with Richard Pook, James Morgan and the wider dentsu Aotearoa team, leveraging our technology and decision data to drive constantly improving media investment returns across the NZ market.”
“For their part, Mutinex expects to see incremental growth in their customer base via dentsu.
“When we looked to do this deal, we looked to understand how MROI was considered within the context of a media agency. Dentsu showed a deep understanding of how to apply MROI data to media planning principles and translate it into great outcomes for their clients.”
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