MINT Buys Redmill for End-to-End Planning Platform

MINT, which provides software for Advertising Resource Management (ARM) has acquired media planning intelligence firm Redmill Solutions.

MINT's 'ARM' solutions use automation and predictive AI to help global brands consolidate their resources, processes, workflows and data into a unified platform, optimizing efficiency and impact. The firm is headquartered in New York, with offices in five European cities plus Brazil. Eighteen months ago it appointed former Ipsos and Gartner senior exec Lorenzo Larini as its Global CEO.

The latest buy follows MINT's acquisition of info³, which provides intelligence management solutions for media and marketing teams, in February of this year. Redmill was founded in 2010 and offers a platform called TUK-TUK, with five core modules: Media Planning and Workflow, Post-Campaign Data Management, Agency Performance Management, Pitch-It / eProcurement, and Competitive Reporting. The platform pulls in data from more than five and a half thousand global sources, analyzes it and offers customised reporting to help clients with governance, media mix and spending optimization. Redmill's AI tools are used to speed up media planning; to help procurement teams analyze media agency buying performance; to help with media authorization and adjustments; and for financial tracking and contract reconciliation.

MINT says the combination of the three companies will offer clients a solution for managing the full lifecycle of advertising investments, including media planning, campaign execution and optimization, and advanced reporting, automating tasks where appropriate and integrating processes with financial workflow.

'MINT now stands as the global leader in Augmented Advertising Intelligence,' says Larini, 'completing the long-awaited unification of media planning, buying, and execution under a single ecosystem. With Redmill and info³, we've consolidated decades of industry know-how and innovation.'

Hasan Arik, CEO & founder of Redmill Solutions, adds: 'The future of media operations is a fully connected ecosystem, and a deep understanding of where human expertise is required, and where Agentic AI takes over. Together with MINT, we are making that vision a reality.'

Web sites: www.mint.ai and www.redmillsolutions.com .