“It’s been a year about growth, and it’s going to continue to be all about growth in every possible form that manifests,” John Sintras, president, US and multinational, Mutinex, told Mediaweek. He was speaking to us from his New York base.
There is plenty for Sintras to be optimistic about following the company’s big year of expansion, new product launches, appointments, and its recent $17.5m funding, bringing its value to $132.5m.
The last year has seen Henry Innis, global CEO and co-founder, relocate to New York to guide the company’s expansion. He brought on the likes of Jonathan Fox as director of client services, Danny Bass as chief revenue officer, and Mat Baxter. Baxter made the surprising decision to exit his role as APAC CEO and transitioned into the role of board advisor.
Mutinex also launched DataOS, a solution to reduce data provisioning for marketing projects, alongside its GrowthOS market mix modelling tool. The company also introduced its AI-powered offering, Hendren, to the market which Innis called “a business consultant in your pocket.”
“All about making decisions that accelerate growth”
World domination is on the cards for the company, with Sintras forecasting growth for the company and its clients.
“We’re a team of people obsessed with growing ourselves but growing our clients because that’s how we grow. The platform is all about growth and making decisions that accelerate growth.”
Having spent his career on different sides of the industry and in various executive roles, he said that while he has “seen it all”, he loves that Mutinex has allowed its people to own their impact.
“There’s no hierarchy. There’s no preciousness. We’re all leaning in.”
“It’s a very fast-moving company with no bureaucracy. Often hectic. Often too much to do, but that’s what’s so exciting about it.”
With the fast-paced nature of Mutinex, Sintras noted that the MMM platform is attracting people who want to make an impact in the industry.
“The gravitas of what marketing contributes globally is really what we’re looking to solve, to help marketers be validated, have their voice heard in the boardroom, and to get the validation of the work they do growing businesses.”
“A source of truth” for clients
While financial headwinds and budget cuts have impacted the industry, Sintras said Mutinex has been an essential platform as a “source of truth” for their clients.
“Particularly with the clients I work with in the US, we have been integrated into how they work and make monthly, quarterly, and annual decisions.
“The value that marketing has contributed is reported all the way up into board reporting and presenting those reports.”
Sintras noted that if a budget is cut, Mutinex can quickly run scenarios and show the exact impact on sales, revenue, and KPIs.
“That’s what our platform is all about. If the inevitable happens and they (the client) do have to cut, at least they can cut in the most judicious and strategic way to do the least possible damage to the muscle of the business.
“Conversely, we’re there to help them grow and spend even more money to drive a bigger result. We operate at both ends of the spectrum, all in between.”
“There’s more to do than there are resources.”
Looking ahead, Sintras said the industry can expect Mutinex “to take nothing for granted” and to continue its quest to solve clients’ pain points across varying times, portfolios, geographies, channels, products, formats and publishers and deliver use cases.
“As they (clients) get more and more experience with our platform, they keep giving us feedback on what they’d like next.
“We’re excited about the roadmap over the next 12 months. I can’t talk about it in detail, but there’s more to do than there are resources,” Sintras added.
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Top image: John Sintras