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, 1 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.

Contributed by

Brazen MENA