CARMA International, a global leader in media intelligence software and research services, today announced it has completed the Acquisition Of mmi Analytics (mmi), a media communication and eTail measurement platform for beauty, fashion, and lifestyle brands. This strategic acquisition marks a significant step in CARMA’s commitment to expanding its full-service offerings and strengthening its position in these key vertical markets.
The acquisition brings together CARMA’s global reach, technology, and comprehensive services with mmi Analytics’ deep expertise and established presence in the beauty, fashion, and lifestyle sectors. It will enable the optimisation of the customer journey by building targeted brand strategies and evaluation methodologies across retail media, influencer communities, and traditional media networks around the world.
mmi, headquartered in London, will operate as a brand within the CARMA group and be supported by CARMA’s global scale and award-winning client service, technology, and expertise. With 22 offices worldwide, CARMA’s acquisition will enable mmi to double down on its regional strength in the sectors while supporting clients in dynamic global markets.
Mazen Nahawi, CEO of CARMA said: “I am delighted to welcome mmi to the CARMA family. The beauty and luxury goods sector is an exciting category. It is robust, innovative, and fast-moving and is growing double-digit across our strategic markets in the Middle East and Asia. Acquiring mmi means that we can now further optimise beauty clients’ digital communications strategies on a global basis.”
Christian Eckley, CEO of mmi Analytics said: “This acquisition is great news for our team and our clients. It provides us with superior media insights technology, service, and capabilities while enabling mmi to enhance and scale its offering as part of a truly global organisation.”
CARMA’s Acquisition of mmi Analytics
CARMA is the world’s most experienced media intelligence service provider. Established in 1984 and relaunched in 2016, the company has grown today to work with over 3,500 organizations and companies across the world. CARMA helps its clients use media intelligence to navigate and understand the disrupted media landscape, operate strategically, and demonstrate success with industry-leading media monitoring and communications evaluation programs. CARMA blends expert technologies, powering real-time data insights, with a global team of experienced PR measurement consultants.
Led by Co-Managing Partners – former FIBEP Chair Mazen Nahawi and former AMEC Chair Richard Bagnall – and with 600+ staff across five continents, CARMA’s unparalleled experience, expertise, and client service makes it the first-choice media intelligence provider for any organization looking to understand the media and refine and prove the value of their public relations.
For more information about CARMA International Ltd, its expert team, and their work. visit www.carma.com.
Acquisition of mmi Analytics
mmi provides media insights and online retail analytics for the beauty industry. Its heritage dates back to the 1980’s when it began as a press cutting and media evaluation business known as Paperclip.
Today, mmi collects and clarifies beauty media and eCommerce data across more than 25 different countries. mmi is headquartered in London and is a client led, relationship focused business which has become the provider of choice for beauty PR and ecommerce teams across the world. mmi now works with over 500 beauty brands globally.
All of mmi’s clients benefit from depth of expertise and insight across the beauty media and eCommerce space.
Both mmi and CARMA have over the years been involved in media monitoring to help brands map their visibility patterns and know where they stand in relation to their competitors. Monitoring news coverage is an effective way to stay updated on industry trends, competitors and brand and product mentions in traditional media such as newspapers and TV news. Moreover, news monitoring allows you to respond quickly to any negative news or public relations crises, so you can help mitigate any potential damage to your brand’s reputation.
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