Media and marketing agency Murmur Group has announced an exclusive regional partnership with Bangalore-based global marketing mix modelling (MMM) player, Aryma Labs.

The strategic alliance positions Murmur as the sole channel partner for Aryma Labs in Australia, New Zealand, and Oceania, granting exclusive access to Aryma's flagship product, Aryma Edge.

The partnership aims to expand the specialist offerings of both entities, addressing the growing demand for sophisticated marketing analytics and insights in the region. It combines Aryma Labs' advanced MMM solutions with Murmur's expertise in data-driven marketing and media advisory services. The strategic partnership takes effect immediately.

Dave Levett, Managing Director, Murmur, said: "Marketing mix modelling unveils the impact of all aspects of the marketing mix on consumer behaviour. Offering clients an informed strategic base to plan their marketing efforts effectively by blending data-driven insights, leading to increased return to the bottom line and sustained business growth. The growth potential behind our partnership with Aryma Labs is what really excites me and I can't wait to lead the strategic direction of the partnership across ANZ, integrating Aryma's MMM products and services into Murmur 's existing offerings and giving our clients a jumpstart ahead of their competitors."

Venkat Raman, Co-Founder & CEO, Aryma Labs said: "We're thrilled to partner with Murmur an agency with data-driven insights at its core and together bring the very best of MMM to the Oceania region. With every partnership, Aryma is getting closer to its mission of providing clients with accurate marketing measurement and attribution solutions and our alliance with Murmur will help us fulfill our ambitions."