MINT Partners for Marketing Process Optimisation

Ad management software company MINT has announced a partnership with Celonis, a specialist in process mining and intelligence, promising to help users optimise their media and marketing processes.

MINT is headquartered in New York with an international presence in London, Paris, Munich, Milan, Rome and Sao Paulo, and at the beginning of this year brought in former Ipsos and Gartner senior exec Lorenzo Larini (pictured) as its Global CEO. The firm specialises in Advertising Resource Management ('ARM'), using automation and predictive AI to help global brands consolidate their resources, processes, workflows and data into a unified platform, optimising efficiency and impact.

The deal sees MINT become the partner platform of record for Celonis' solutions in the marketing and media sector. User organisations will be able to identify operational inefficiencies in their media planning and buying, streamline processes and collaboration with internal stakeholders and agencies and accelerate approvals and campaign activations. They should also be able to automate manual tasks and thus reduce data entry and budget allocation errors.

'We are thrilled to collaborate with Celonis as their first partner in the media and advertising space' says Larini. 'By combining our innovative ARM solution with Celonis' Process Intelligence Platform, we're creating a powerful toolset that will revolutionise how businesses optimise their marketing and media operations, leveraging the most advanced AI and automation technologies available today'.

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

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.