CARMA announces acquisition of mmi Analytics, expanding expertise in Beauty, Fashion, and Lifestyle sectors
- Global media intelligence leader buys mmi Analytics extending its strength in the beauty, fashion, and luxury goods category
- The combined organisation will scale media, influencer, and eTail insight offerings on a global basis
Dubai, 5 February 2024: CARMA International, a global leader in media intelligence software and research services, today announced it has acquired 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.”
For more information about CARMA, its expert team and their work, visit www.carma.com
To schedule an interview with key CARMA stakeholders, or for further information please contact Khyati Megchiani at Brazen MENA
E: CARMA@brazenmena.com | T: +971 4 240 8395
About CARMA
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 organisations and organisations 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 organisation 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.
