Mutiny opens in Sydney and hires GM of commercial, Mark Tovbis

Marketing software company Mutiny has set up shop in Sydney off the back of new client acquisitions, that were drawn to the business for its media spend and analytics modelling platform WarChest.

Mutiny co-founders Henry Innis and Matt Farrugia told Mumbrella expanding from Melbourne to Sydney was also necessitated by the COVID-19 pandemic.

“We felt it was time to have a presence and commercial leader in that market, particularly given our limited options to expand overseas during COVID,” Innis and Farrugia said.

Mutiny’s transition from marketing consultancy to technology company has facilitated the business’ growth to enable its expansion.

“Mutiny has been on a fairly transformational trajectory since we launched. We started as a consultancy, and soon after transitioned into more of a pure-play tech company. That’s reflected in our P&L which operates far closer to a technology sector business in revenue terms (majority is licensing fees) and operating margins,” the founders explained.

“We have an extensive client list across CPG, financial services, pharmaceutical, entertainment and more. We expect to continue this growth with a particular focus on automotive and telco over the coming period with our move into Sydney.”

One of the clients that has engaged Mutiny for its WarChest product is independent agency Edge. The partnership was launched in October last year, with Edge employing Warchest to reinforce its developing media offering.

Innis will split his time between Melbourne and Sydney as the business established its presence in the market. Also leading the way in Sydney is Mark Tovbis, who has been appointed general manager of commercial.

Mark Tovbis

Tovbis has experience on both the agency and client-side, spending four years at VML as group business lead, followed by group digital marketing manager as Crescent Capital Partners and then two years as customer marketing lead at the NRL.

“We were seeking a commercial leader who understood the power of media investment analytics and how to use it client-side,” Innis and Farrugia explained.

“Mark brings a wealth of experience as a former senior marketer, having seen WarChest from a client’s perspective, and knows the use cases, how clients can get more value from their media investment. He understands how to grow enterprise level accounts from his experience at VML Australia, where [we] had previously worked with him. He’s also highly intelligent, driven, passionate and hard working – exactly the type of people we love to hire at Mutiny.”


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