Edge builds out its media offering through partnership with Mutiny’s Warchest

Independent agency Edge has partnered with Mutiny to integrate its Warchest media investment analytics platform into its media offering.

Warchest was launched in November last year, using media, sales and external data to model the best-performing media mix, optimise media spend and maximise return on investment.

Edge’s media offering will be built around Mutiny’s Warchest

Edge’s media business began four years ago, now holding clients including Bupa, Nulon, Zambrero, Auto One. The partnership with Mutiny is effective immediately and Warchest will be built into Edge’s service offering for relevant clients.

Richard Parker, Edge’s executive planning director, said the introduction of Warchest was a defence against tighter marketing budgets.

“With the rise of zero-based budgeting for media and marketing functions, we knew the next stage of a sophisticated media offering was a media investment analytics platform,” Parker said.

“Warchest allows us to effectively predict, optimise and treat media as a financial investment for our clients and to consistently demonstrate the business value our Relentless Relevance proposition brings in financial terms.”

Mutiny’s managing partner, Matt Farrugia, said: “We’ve been working with a number of large brands and their agency partners to implement the power of media investment analytics.

“Edge, through their media offering, have wanted to take this a step further — integrating the power of the offering as core to their media offering. We couldn’t be happier to support them and partner with them to bring this to life.”

Edge’s staff will be offered consistent training on financial return models and platform accreditation for Warchest.

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