UM and Mutinex team up to lead real-time media data integration

UM Australia and Mutinex have teamed up to lead a media data integration that will automates data sharing between the agency's data systems and Mutinex's GrowthOS platform.

The innovation aims to deliver unprecedented time savings and enhanced data accuracy for UM clients, led by foundation client Optus.

Adam Krass, chief digital, data and tech officer of UM, said: "As we move towards a future dominated by data-driven strategies, this collaboration underscores UM's commitment to innovation, privacy, and security.

"The seamless and secure data transfer process aligns with the highest standards of data protection, ensuring client information is handled in compliance with government regulation and leading encryption solutions."

Mat Baxter, Mutinex CEO, APAC said the integration allows clients to make quick and informed decisions. "UM and Optus deserve congratulations for pioneering the way media data is supplied for MMM. Let’s be frank, the more fluid the data supply the more valuable the insight. It’s as simple as that."

The groundbreaking integration offers substantial benefits to foundational client, Optus, by enabling faster and more accurate data-driven decision-making.

The integration aims to deliver enhanced efficiency to reduce manual work loads, improved data accuracy, accelerated decision-making, and privacy and security.

Cam Luby, head of consumer marketing of Optus, said: "This collaboration marks a significant leap forward in how we leverage data to drive growth and innovation at Optus. By automating the flow of data between UM and Optus technology, we are not just improving our decision-making speed but also elevating the precision and impact of our marketing strategy."

The integration between Mutinex and UM will be extended to other shared clients delivering exceptional value and improved marketing and business outcomes.

This comes after UM defended the federal government’s master media account. Last month Mediaweek confirmed the Mediabrands agency beat out Omnicom’s PHD in the final stages of the competitive pitch.

See also: UM defends federal government master media account

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Top image: Adam Krass