Redmill Solutions completely acquired by MINT
In a significant move, global leader in Augmented Advertising Intelligence, MINT, has acquired Redmill Solutions, marking a new era in media management. This strategic alliance aims to offer a One-Stop-Shop for media planning, buying, and distribution.
Redmill Solutions, an established company working with over 360 agencies in 172 countries, brings precision and up-to-date data to the table for media planning. The company's client list includes international brands such as Nestlé, Coty, Danone, PepsiCo, AB InBev, and Mondelez.
Hasan Arik, CEO & Founder of Redmill Solutions, believes that the future of the advertising industry lies in a fully connected ecosystem, where human expertise is combined with Agentic AI. This vision is shared by MINT, as the acquisition demonstrates their joint commitment to this forward-thinking approach.
The merged platform will support approval processes and offer transparency over media measures in year-over-year comparison. It will be AI-assisted for accelerated manual processes in media planning and will track and match contractually agreed conditions for cost control and ROI measurement.
The combined platform also includes automated campaign trafficking, data-driven optimization to increase ROI, extended reporting with real-time analytics, and ERP integrations for automating financial processes. This union brings together decades of industry knowledge and innovation power from MINT and Redmill Solutions.
The new platform will provide brands and agencies with an offering that combines human expertise with the capabilities of specialized AI agents. It aims to simplify media management, improve governance, and make investments more effective for leading global brands and agencies.
Financial backing for the acquisition comes from Crédit Agricole Italia and Simest, a company of the CDP group. However, the purchase price for the acquisition was not disclosed.
With this acquisition, MINT now covers the entire media buying process, from strategic planning to execution and optimization. This union is set to redefine the media landscape, offering an unbeatable competitive advantage through the combination of human expertise and specialized AI agents.
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