Mortar rolls out new platform to overhaul outdated marketing models
Mortar has a “new business vision, structure, and platform—designed to dismantle outdated marketing models and challenge the global incumbents head-on”.
The announcement:
Mortar has officially launched its new business vision, structure, and platform—designed to dismantle outdated marketing models and challenge the global incumbents head-on. With a core focus on advanced Marketing Mix Modelling (MMM), AI-powered execution, and real-time performance optimisation, Mortar is gearing up to become a dominant force across Australia, Asia, and the United States.
Built for CMOs sick of lagging reports, bloated tool stacks, and empty attribution claims, Mortar replaces complexity with clarity. The new platform runs on three critical engines: Mortar DS (Decision Spine), Helix (AI Execution Engine), and Mortar MMM—each built to act fast, think smarter, and deliver real commercial outcomes, not just pretty graphs.
“Enough is enough,” said James Zipeure, Group CEO of Mortar. “Marketers don’t need more theory—they need truth in real time. Mortar isn’t here to play catch-up. We’re here to redefine the rules and raise the standard. This is built for performance. Built for accountability. Built to win.”
With pilots already live across APAC and strategic deployment underway in the US and Asia, Mortar is positioning itself as the smarter, faster alternative in a market over-run by slow-moving consultancies and half-baked platforms. The platform connects first- and third-party data, enables campaign execution with zero manual lift, and reallocates media spend automatically based on predictive modelling and performance signals.
Mortar’s MMM solution is cleanroom-ready, privacy-first, and proven to deliver over 60% match rates across most datasets. More importantly, it operates at speed—providing live recommendations while others are still stuck in post-campaign powerpoints.
“The market’s been waiting for a solution that’s actually engineered for the modern marketing cycle,” Zipeure added. “We’re not integrating dashboards. We’re replacing indecision with intelligence.”
Source: Mortar AI
