Atomic 212° joins Mutinex’s Platinum Partnership Program

By AdNews | 5 June 2023
Claire Fenner.

Atomic 212° has signed an agreement to join Mutinex’s Platinum Partnership Program, securing access to Mutinex’s AI-powered market mix modelling platform and partnership benefits.

Atomic 212° is the first independent agency to join the Mutinex program. As part of the deal, Mutinex GrowthOS and the marketing ROI metric will become central to the planning and evaluation of media spend at Atomic 212° for eligible customers.

GrowthOS is a market mix modelling platform that guides marketing decisions and ensures channel mix is working as hard as it can for client’ media budgets.

Atomic 212° national chief executive officer, Claire Fenner, said at its heart, Mutinex helps marketers create growth for their business, making it the perfect fit for Atomic 212°.

"Faster, smarter, accountable media is hard-wired into our business, and we are obsessed with putting marketing ROI at the centre of everything we do," she said.

“By joining forces with an independent, external third party, we can ensure a sharper and deeper focus on marketing ROI, built on the expertise of both Mutinex and Atomic 212°.

"In a challenging and ever-changing business environment, marketing ROI is increasingly at the top of companies’ measurement objectives. Our new partnership with Mutinex is an important step in Atomic 212° giving clients what they want and need.”

Mutinex co-founder and CEO, Henry Innis, said it comes as no surprise to them that Atomic 212° has seen a surge in demand for market mix modelling in recent times.

"It’s a tough year and we’ve seen that marketers are under increasing pressure to demonstrate return on their investments," said Innis.

"We’re pleased to be working with Claire and the team at Atomic 212° to meet that demand and ensure that our customers are having the right conversations to underline the importance of marketing at the executive level before budgets are cut.”

As part of the Platinum Partnership Program, the Atomic 212° team will work with Mutinex to standardise the collection of media result data for collection into market mix models, ensuring the onboarding process into GrowthOS runs smoothly for customers.  

Fenner said from their extensive experience with modelling, they know how critical it is to get the right data in the right format to maximise model accuracy and validity.

"This is an extremely valuable and time intensive step in the process that is often underestimated. We can provide a lot of value during this part of the process, working with Mutinex to ensure the quality of data ingested enables the commercial value to be extracted," said Fenner.

"We are looking forward to using the Mutinex platform to evolve our existing incremental ROI experimentation and testing frameworks, so we can grow our clients’ businesses even more.”

Innis said delivering market mix modelling at scale isn’t a side hustle.

"That’s why it’s great to be able to partner with an agency like Atomic 212°, who are committed to ROI, to launch this program together. We look forward to creating even more value for customers together," he said.

Established in 2018, Mutinex uses media and external data to assess return on investment from marketing activity and help clients make better decisions about their marketing investment. Unlike traditional econometrics models that are expensive to produce and difficult to maintain, the Mutinex GrowthOS platform is built on an AI powered foundation model, with data privacy and security at its core.

As part of its partnership with Mutinex, Atomic 212° will fuse aggregate ROI benchmark data (no individual customer or category data is exposed) with Atomic 212°’s own internal modelled data bank within its channel planning tool, adding a further layer of certainty based on empirical evidence when recommending channel mixes to its clients.

Atomic 212° will also receive Mutinex marketing ROI GrowthOS certification.

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