Mortar AI Adds MMM Solution, Targets Global Expansion

Mortar AI has promoted James Zipeure to Group CEO, as it gears up to expand across the UK, US and Asia, and roll out its core product suite.

The appointment comes as the firm launches a fully integrated Marketing Mix Modelling (MMM) solution, which allows marketers to forecast, optimize and reallocate spend in real time without overhauling their existing tech stack. It already offers Mortar DS, the platform's data and audience layer; and a campaign automation and optimization engine, Helix, to clients concentrated in the retail, automotive and FMCG sectors.

Zipeure joined Mortar as CEO in November last year, bringing experience from Havas where he was Group COO for ANZ and CIO for APAC. He also founded performance automation platform Exact AI.

'Marketers everywhere are grappling with fragmented systems, rising costs, and increasing pressure to prove impact' says Zipeure. 'Mortar solves these challenges by streamlining operations and putting real performance insights at their fingertips. With the launch of our integrated MMM capability and continued investment in our product suite, we're helping brands move faster and spend smarter.'

Company Chairman Peter Michell comments, 'James brings a rare mix of strategic thinking, technical depth, and commercial focus. He understands what's broken in marketing and how to fix it. This signals a new phase for Mortar as we move from ambitious disruptor to trusted global partner, helping brands and agencies simplify marketing, cut waste, and drive smarter results.'

The firm is on the web at www.mortarai.com .