The World Advertising Research Center (WARC) and Mutinex have signed an exclusive deal that provides marketers with a powerful way to rapidly transform real-time marketing mix modelling foresight into growth, B&T can reveal.
The integration—available only through Mutinex’s MAITE platform and GrowthOS—unlocks real-time access to WARC’s library of award-winning campaigns, benchmarks and strategic insights, directly within marketers’ ROI workflows, so they can use it to answer an infinite number of growth marketing questions and then act rapidly to win.
Together, the two companies will serve over 75,000 marketers across more than 1,200 companies in more than 100 markets, ushering in a new era of certainty and speed in marketing decision-making.
“Our mission has always been to give marketers the means to make more effective decisions,” said Amin Mrini, chief digital officer at WARC and LIONS.
“Now, those insights are actionable in real time—right inside the platforms where investment choices happen.”
Mutinex chief executive officer Henry Innis said the partnership gives marketers the power to leapfrog into a more predictable and confident era of growth.
“By embedding WARC’s intelligence into GrowthOS, we’re turning static insights into AI-driven dynamic, on-demand answers—right where investment decisions are made. This not only helps the Fortune 500 win. It heats up the marketplace by enabling every intelligent growth brand to compete. Game on,” Innis said.
“The future of the business broadly is to move towards being a growth answers engine, as opposed to being just a measurement company.
“For most companies, the cost of getting to an answer is prohibitively high, even when you have good measurement in place today.”
Mutinex, the company founded by Innis and Matt Farrugia in 2018, has been on a tear. It now has 15 clients in North America, including Olaplex, Whirlpool, Turo, AirTasker and Domino’s Canada. The US market is a huge opportunity for Mutinex because the average contract size is around 50 per cent larger than in Australia.
In Australia the business works with many blue chip brands, including Asahi, Youi, Coles Liquor, Bupa, Samsung and TPG.
Innis told B&T that he wants Mutinex to become the company that reduces the time it takes for CMOs to receive answers about performance.
“The challenge for most companies is that the number of questions that they get asked, particularly as a CMO, and the speed at which they’re expected to answer them has become prohibitively fast,” he said.
“We’ve invested so much more in the experience and the agentic layer. We’ve invested so much more than just the pure play modelling. We understand that our job is not to provide measurement, it’s to reduce the cost of getting to an answer.”
Mutinex now has 75 engineers and its GrowthOS and MAITE products are rapidly growing in usage.
On average, there are around 7.5 users per custom logging into GrowthOs and the average sessions time is 134 minutes each month.
“Word of mouth is biting on MAITE big time,” Innis said. “That’s helped us a lot and been a huge tailwind for us,” Innis said.
“We’ve been getting really focused on those usage metrics, like usability of platform metrics, because that’s what’s driving our success and the new business bonanza.”
The Mutinex and WARC deal
For the first time, CMOs and growth teams can:
- Instantly query WARC’s global data to answer strategic questions within the GrowthOS MMM platform.
- Benchmark performance against industry leaders and award-winning campaigns.
- Validate investment decisions with both ROI modeling and qualitative best practices.
- Accelerate planning cycles by eliminating fragmented research across platforms.
