Global media intelligence software and research company, Carma, has acquired mmi Analytics, a media communication and e-tail measurement platform that specialises in the beauty, fashion, and lifestyle sectors.
“Marks a significant step in [our] commitment to expanding… full-service offerings and strengthening [our] position in these key vertical markets,” stated Carma about the strategic purchase.
Additionally, according to the statement, the acquisition “brings together mmi Analytics’ deep expertise and established presence in the beauty, fashion, and lifestyle sectors with Carma’s global reach, technology, and comprehensive services.”
“By developing focused brand strategies and assessment methodologies across retail media, influencer communities, and traditional media networks worldwide, it will enable the optimisation of the customer journey.”
With its headquarters located in London, mmi will function as a brand under the Carma group, using its global reach, clientele, technological know-how, and experience.
The acquisition “will enable mmi to double down on its regional strength in the sectors while supporting clients in dynamic global markets,” according to the company, which has 22 offices worldwide.
Carma CEO Mazen Nahawi said, “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 added, “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.”
