Mutinex Hires APAC CEO with Disruption in Mind

Marketing mix modelling specialist Mutinex has appointed Mat Baxter as its new APAC CEO, replacing co-founder Henry Innis who becomes Global CEO.

The company was founded as Mutiny, by Innis and COO Matt Farrugia, and rebranded to Mutinex in October 2022. Its key product now is GrowthOS, which was developed using AI powered econometrics and replaces static reports on marketing mix with an 'always-on growth decision engine'.

Baxter was Global CEO of IPG's technology and design agency Huge and before that of its media agency initiative, during eight years based in New York. Earlier he worked in Australia in jobs including CEO of UM and co-founder of Naked Communications. Now, having found in Mutinex 'a true disruptor, brilliant co-founders, and a product that literally blew me away', he has joined the firm but also invested a 'substantial capital commitment'.

Quoted on news web site www.mumbrella.com.au , Innis said of the hire: 'Mutinex has been a pioneering force in helping marketers truly understand the effectiveness of their investments with our unique AI-powered platform GrowthOS. But as we scale our business and expand into new markets, we need a tried and tested leader who gets what it takes to take a disruptive business to a dominant business. Mat's done that time and time again throughout his career'.

With offices in Sydney, Melbourne and New York, the firm is online at www.mutinex.co .