MINT acquires Redmill Solutions, integrating media planning, buying, and execution into one AI-powered platform for global advertising efficiency.
MINT, the global leader in AI-powered Advertising Resource Management (ARM) software, announced the acquisition of Redmill Solutions, the global leader in Marketing Investment Intelligence solutions.
This landmark move follows MINT’s recent acquisition of info³, a leading provider of media planning solutions. It consolidates the fragmented media planning technology space, establishing MINT as the leader in delivering a fully integrated, end-to-end advertising workflow platform management capability, enhanced by Agentic AI.
Redmill has carved a unique space in the industry by expertly balancing human expertise and technology to deliver timely, accurate data and insight across the media planning process. With decades of media experience within the business, clients benefit from the true value of robust media data management. By bringing Redmill into the MINT.ai group, both new and existing brand and agency clients will benefit from the additional value of Agentic AI, delivering further efficiency and productivity. With combined media expertise across the group, MINT brings together the best of human knowledge and the endlessly scalable capabilities of Agentic AI to deliver a human-led and agent-operated solution.
The benefits of Redmill’s approach to serve clients and agencies, and its move into the MINT.ai Group, are clear, with some of the benefits for specific user audiences including:
- For Media Planners – AI-enabled media planning to speed up a very manual process.
- For Procurement Teams – AI-enabled reporting to compare media agency buying performance vs. commitment.
- For Advertiser Media and Marketing Teams – AI-enabled media authorization processes – with views across media activity year on year, and adjustments to media plan versions.
- For Financial Management Teams – AI-enabled tracking and reconciliations of contractual deal terms for performance assessment, cost efficiency and true ROI measurement.
Working with 360 agencies across 172 countries, Redmill’s global client roster includes some of the largest multinational brands and agencies—such as Nestlé, COTY, Danone, Pepsico, AB InBev and Mondelēz—further strengthening MINT’s global presence.
“MINT now stands as the global leader in Augmented Advertising Intelligence, completing the long-awaited unification of media planning, buying, and execution under a single ecosystem,” said Lorenzo Larini, CEO of MINT. “With Redmill and info³, we’ve consolidated decades of industry know-how and innovation. In an era defined by AI, brands need an end-to-end solution to manage complexity, optimize investments, and to scale efficiently thanks to the power of human expertise with supporting, specialized teams of AI Agents – an insurmountable competitive advantage.”
One Simplified Advertising Workflow – enhanced with AI
This strategic acquisition marks a significant step in MINT’s vision to create the most advanced media operations platform and a new era in advertising management — one where AI enhances and autonomously orchestrates complex workflows, enabling brands to do more with less, and turn data into lasting equity.
In the future, the new solution will empower global brands and agencies to manage the full lifecycle of advertising investments from strategic planning through execution and optimization, covering:
- Media Planning – Strategic planning and buying management
- Campaign Execution – Automated trafficking and activation
- AI-Powered Optimization – Data-driven insights to maximize ROI
- Advanced Reporting – Real-time, actionable analytics
- RP Integrations – Financial workflow automation
- Specialized teams of AI Agents – Intelligent task automation across the workflow
“The future of media operations is a fully connected ecosystem, and a deep understanding of where human expertise is required, and where Agentic AI takes over. Together with MINT, we are making that vision a reality,” said Hasan Arik, CEO & Founder of Redmill Solutions. “This acquisition reflects our shared commitment to simplifying media management, improving governance, and achieving better investment outcomes for leading global brands and agencies.”
As MINT continues to scale globally, it remains focused on delivering innovative solutions that help advertisers transform operations, maximize media value, and secure long-term competitive advantage.
The transaction has also been supported by financing from Crédit Agricole Italia and Simest, a company part of the CDP Group that supports the international growth of businesses through financing, equity investments, and export credit tools.
