Opening
Boasting over 20 years of experience in media across APAC, Clare Tsubono has seen investment trends come and go. These trends have included using media to grow brand love, to hyper targeted buys and (as the cookie approaches its imminent demise) back to a more balanced approach.
Over the last five years, Clare’s been working with Australasian brewing icon Lion as the Head of Media, partnering closely with Marketing Director Rachel Ellerm to help manage the transformation of the media data.
Strategic Approach
Tsubono and Ellerm quickly identified a need for market mix modelling to aid in making the case for balanced media investment, but first they had to do the work to surface the right data for collection. This work has unlocked the ability for Lion to engage Mutinex GrowthOS on market mix for two brands in their portfolio, with more in the pipeline.
The Magic Was Found in Combining GrowthOS with the Expertise of Their Agency
Having gathered deep experience around market mix in her previous roles, Tsubono was pleased to be able to choose a SaaS tool that the in-house marketing team could really sink their teeth into. Ellerm adds that this is the power of the combination — both UM and Mutinex as complementary partners in their media investment team.
Mutinex GrowthOS will give Lion a full view of performance across all of their brands and allow them to translate even more insights into action. With everything fragmented and so many results coming from inside walled gardens, market mix gives the team something to orient around to make meaningful decisions.