Hires and Launch for Mutinex

Australian marketing mix modelling specialist Mutinex has hired former Nielsen, Kantar and PHD researchers Jon Betts, Jess Betts (no relation) and Andie Potter, and has updated its 'Optimiser' scenario plotting and forecasting feature.

The company was founded as Mutiny, by Global CEO Henry Innis and COO Matt Farrugia, and took the name Mutinex in October 2022. Its flagship product GrowthOS was developed using AI powered econometrics and replaces static reports on marketing mix with an 'always-on growth decision engine'.

Jon Betts (pictured top) joined Nielsen Media Australia four years ago as Executive Director, Commercial Growth and Product Strategy, and earlier worked at Hearts & Science and OMD. His experience includes bridging analytics with actionable marketing insights across TV, digital, and off-line channels.

Jess Betts (pictured middle) spent the last six years at Kantar's Consulting division, latterly as an AD, with a focus on portfolio growth and marketing strategy, helping businesses uncover new revenue streams and drive performance.

Potter (pictured below) worked for innovation consultancy Oppino for four years and as Digital and Social Media Manager at Havas for a year before joining ad agency PHD in 2017 - she has worked there since, rising from Digital Manager to Group Digital Director.

Chief Revenue Officer Danny Bass says of the appointments: 'We're thrilled to welcome Jon, Jess, and Andie to Mutinex. CMOs today are under immense pressure to fuel growth amid tightening budgets and evolving consumer behavior. By combining Mutinex's next-generation MMM with the deep data and digital expertise of these hires, we're leveling up how marketers plan, invest, and optimise - think of it as your 24/7 growth co-pilot'.

The firm has also launched a new Optimiser feature which it says 'solves one of the traditional headaches of marketing: the time-consuming process of estimating synergies when budgets shift'. The new software can rapidly test '1000s of scenarios' allowing clients to ask 'What If?' and predict alternative outcomes. For example. The firm says 'if a customer increases their retail media budget by $10m, they will also need to know how they should reallocate their brand budget to maximise sales and ROI. This is a problem the Optimiser can now solve in minutes'. Head of Data Science Peter Photinos says the new tool 'ensures marketers can now see the full ripple effect of every budget decision'. Bass says clients using the solution are 'seeing potential strategies in real time, quickly testing different spend mixes, and using those insights to surge ahead of competitors'.

Web site: www.mutinex.co .

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