Mutinex launches partner program, taps Dentsu as exclusive agency partner

Marketing analytics investment firm Mutinex has launched a partner program for agencies, tapping Dentsu as its exclusive agency launch partner.

Mutinex’s Platinum Partnership program provides its market mix modelling platform to agency partners and their clients. Mutinex’s platform uses media and external data to assess return on investment from marketing activity to aid client decision-making around marketing investment.

Mutinex’s Henry Innis and Dentsu’s Danny Bass

As part of the deal, Dentsu and some of its clients would gain access to Mutinex’s GrowthOS platform, while also allowing the agency to review market-wide insight and data immediately across its client base.

Dentsu will also get training and accreditation in how to apply growth modelling outputs to media plans as well as access to scaled data integrations for eligible customers.

“Partnering with Mutinex in this way is a game changer. Never before has an ANZ holding group commissioned independent and external analysis at scale like this,” Dentsu ANZ chief executive for media Danny Bass said.

“As the head of the media business, I am passionate about ensuring we are always staying ahead of clients’ needs, and access to the best modelling tools is part of this. Our people in Merkle, and the ambitious team at Mutinex, together allow us to bring the best to bear on our clients’ results, and support their confidence in the boardroom. Times are tough for clients and budgets right now, and it’s our job to help them stay on top of this with solid thinking and robust media planning”.

Mutinex said it sought a partner agency that has the client base and technical know-how “to maximise the potential of its products and services”.

Mutinex co-founder and chief executive 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 Danny, Richard Pook, James Morgan, Brendan Dowling and the wider Dentsu team leveraging our technology and decision data to drive constantly improving media investment returns across the ANZ market.”

Innis added Mutinex expects to see incremental growth in its customer base through Dentsu.

“When we looked to do this deal, we looked to understand how MROI (marketing return on investment) 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.” Innis said.

“Partnering with Dentsu won’t change any of the great relationships we have with existing Mutinex customers. Nor will it mean that our customers at other agencies will experience a changing level of service. What it does allow us to do is hone our working relationship with agencies in a more formal manner. We’re excited to roll the partnership program out more broadly soon.”

In February, Mutinex was valued $37 million following its latest seed funding extension round of $5 million. The round was led by specialist VC firm Equity Venture Partners.

The company was most recently known as Mutiny before rebranding in October 2022.


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