Partnership for Ad Intelligence Firms MINT and Redmill

Advertising Resource Management (ARM) software company MINT has announced a partnership with Redmill, which provides media intelligence, data management and analytics to guide marketing investment. The two will launch a solution that integrates media planning and buying.

MINT is headquartered in New York with a presence in London, Paris, Munich, Milan, Rome and Sao Paulo. The firm helps clients 'generate their own advertising equity', consolidating resources, processes, workflow and data into a single platform to improve the efficiency of advertising operations and optimise impact. In January it appointed former Ipsos and Gartner senior exec Lorenzo Larini as its new Chief Executive.

MINT's new partner Redmill Solutions was founded in 2010 and taps media data from more than 5,000 global sources to fuel a platform called TUK-TUK. This provides media planning and workflow, post-campaign data management, agency performance management, Pitch-It / eProcurement and competitive reporting, and clients can also call on the firm's Data Quality teams for a full service proposition.

The partnership aims to simplify the complex marketplace and standardize planning and buying technology. Clients will get a 'fully actionable' solution, now including media planning, campaign strategy, buying plan management, trafficking, campaign activation, advanced reporting and AI-powered optimization recommendations. The 'highly customizable' solution promises to simplify and automate large parts of the advertising process.

'Advertisers are increasingly frustrated by the complexity and fragmentation of the advertising process' comments Larini (pictured), 'and by the recent proliferation of disconnected technologies and tools. The strategic partnership with Redmill Solutions will offer a unique enterprise end-to end solution to maximize the impact of every dollar spent in advertising'.

Redmill founder and CEO Hasan Arik says the tie-up 'comes just at the right time as the fragmentation of the advertising landscape has hit a new high', and that the results will be 'greater visibility, better data governance and increased speed to launch campaigns that yield better performance'.

The firms are on the web at www.redmillsolutions.com and www.mint.ai .