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MINT appoints Lorenzo Larini as new CEO to drive global expansion

Larini joins following his tenure as executive at Ipsos and Gartner

MINT, the global leader in Advertising Resource Management (ARM) software, has announced the appointment of Lorenzo Larini as global CEO as the company embarks on the next phase of its global expansion.

Larini joins MINT following his tenure as CEO at Ipsos North America and will be based in the company’s New York office, where he will oversee the continued expansion of the company in the US and globally. Prior to Ipsos, he held senior executive roles within Gartner’s technology division, and brings a wealth of experience in developing business growth strategies for global media and technology players.

MINT founder and now former CEO, Andrea Pezzi, will move to a new role as Chairman, overseeing the transition to the new CEO with whom he will share delegated authority for the first two quarters of 2024.

“I believe founders must have the ability to become non-essential to their company. Great ideas come to life thanks to the men and women who are drawn to those ideas. I’m proud to have succeeded in making MINT the ‘place to be’ for people of talent, vision, and ability. Lorenzo’s appointment only confirms this and greatly enriches the value of MINT’s human capital”, Pezzi commented.

Commenting on his appointment, Larini said, “As organisations across every industry and geography have experienced in the past for ERP or CRM, the natural consequence of complexity and fragmentation are a lack of governance, transparency, and efficiency – a gigantic optimization opportunity for every dollar spent today in advertising.

“MINT’s SaaS solution brings a state of the art, AI-enabled, open and highly integrated enterprise solution for the end-to-end advertising process, which puts organisations and their marketing teams in full control. MINT completes the Enterprise software ecosystem to enable the real-time, data-driven company of the future, a very clear competitive advantage in a market where uncertainty will continue to be the only certainty.”

Having gone through a year of product consolidation in 2022, MINT’s focus in 2023 was to refine and streamline its operating model and to introduce leading edge, AI-enabled capabilities. The company achieved continuous, accelerated growth in terms of its client numbers and revenue, while also continuing to expand beyond Italy, across France, the UK, Germany and the US, over the course of the year.

Spearheaded by Larini, MINT will continue to focus in 2024 on both organic and inorganic growth opportunities across key industries and geographies and to expand its strategic partnerships across the entire Enterprise Technology Ecosystem.

Larini has been a trustee at the Committee for Economic Development, a distinguished public policy think tank, and serves as a board member of the non-profit organisation Harambe Entrepreneur Alliance, supporting startups in Africa. Over the last decade, Harambeans have created several tech-enabled ventures such as Andela, Flutterwave, and Yoco, which have collectively generated over 3,000 jobs in Africa and raised over $2bn from Google Ventures, CRE Ventures and Accel.


About MINT

MINT is a world-leading SaaS in the Advertising Resource Management (ARM) sector, headquartered in Milan with an international presence that extends from New York to London, from Rome, Paris, and Munich to Sao Paulo.

Global brands in the financial, FMCG, automotive and telecommunications sectors choose to rely on MINT to complete their Software Ecosystem and transform themselves into a true Data Driven Company.

Following the path of the great giants of the Software as a Service (SaaS) world and recognizing the advent of artificial intelligence as an opportunity to put at the service of its customers, MINT has built a solution that allows brands to generate their own Advertising Equity, consolidate its resources, processes, workflow and data into a single platform, thus improving the efficiency of advertising operations and the way humans work.

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