AXM wins Harmless Harvest media account

Under the agreement, AXM will oversee media strategy, planning, buying and measurement across channels

Ars X Machina (AXM) has been appointed Media Agency of Record for organic coconut products company Harmless Harvest following a competitive review.

Under the agreement, AXM will oversee media strategy, planning, buying and measurement across channels, with a focus on linking media investment decisions directly to business performance outcomes.

Agency brings measurement-led approach

Harmless Harvest selected AXM as it enters its next phase of growth, seeking a media partner capable of providing continuous performance insights and optimisation.

The agency's approach centres on ongoing measurement rather than traditional reporting cycles, allowing campaign adjustments to be made while activity is still running.

Noelle Haley, VP Marketing & Innovation, Harmless Harvest: "As we enter our next phase of growth, we need a media partner that shares our commitment to transparency and accountability.

"We also needed the sophistication and agility to optimize our campaigns continuously, versus waiting weeks or months for a report to tell us what already happened. AXM brings both."

Agile Mix Modeling platform at centre of partnership

A key component of the engagement is AXM's proprietary Agile Mix Modeling™ platform, which the agency developed as an alternative to traditional marketing mix modelling approaches.

According to AXM, the platform uses Bayesian inference and machine learning to generate ongoing performance insights, enabling brands to optimise campaigns while they are active rather than waiting for post-campaign analysis.

Focus on evidence-based media decisions

Josy Amann, Co-Founder, AXM: "Harmless Harvest is a brand that has earned consumer trust by holding itself to a higher standard, from sourcing to certification to how it shows up on shelf.

"We believe media investment should be held to that same standard. With Agile Mix Modeling™, we can show exactly which channels and tactics are driving incremental growth and which are not, so every decision is grounded in evidence, not assumptions."

The platform operates using privacy-compliant aggregated data and is designed to measure performance across multiple channels, including environments where user-level attribution is restricted.

Forecasting tools support media planning

In addition to measurement capabilities, Agile Mix Modeling includes forecasting and scenario-planning tools that allow marketers to evaluate potential business outcomes before allocating budgets.

By modelling different investment scenarios, the platform aims to help brands make more informed spending decisions and improve the efficiency of media investments.

The appointment strengthens AXM's position in the consumer goods sector and reflects growing demand among advertisers for measurement frameworks that provide faster and more actionable insights than traditional marketing mix models.

www.weareaxm.com

www.harmlessharvest.com

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