Carma International, which offers media intelligence software and research services, today announced it has acquired mmi Analytics (mmi). This is a media communication and eTail measurement platform for beauty, fashion, and lifestyle brands.

Carma thus expands its full-service offerings and strengthening its position in these key vertical markets.

The acquisition brings together Carma’s global reach, technology, and services with mmi Analytics’expertise and established presence in the beauty, fashion, and lifestyle sectors.

The gioal is to enable the optimisation of the customer journey by building targetted 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 Asia and the Middle East. 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.”

Feedback: [email protected]