Louisa Wong becomes CEO of MINT on February 2, bringing two decades of agency and adtech experience to lead advertising resource management platform as industry faces fragmentation.
MINT appointed Louisa Wong as Chief Executive Officer effective February 2, announcing yesterday a leadership transition designed to accelerate commercial expansion across global markets. Wong succeeds Lorenzo Larini, who led the advertising resource management platform through product development, strategic acquisitions, and international growth.
The appointment positions Wong to address mounting operational pressures facing marketing organizations. According to MINT's announcement, CMOs and executive leadership teams confront increasing demands to deliver measurable impact with constrained resources while navigating highly fragmented advertising and technology infrastructure.
Wong brings decades of leadership across media and advertising technology. She most recently served as CEO of Extreme Reach from May 2023 through September 2024, where she led global transformation efforts and strengthened the company's operating model. Earlier in her career, Wong held CEO responsibilities for the Americas at Wavemaker from July 2020 through May 2023, overseeing operations across Canada, the United States, and Latin America.
Her agency background includes senior leadership roles at Dentsu's Carat network, where she served as Chief Operating Officer and Chief Transformation Officer between 2018 and 2020. Wong also held the position of Chief Digital Officer at Dentsu's Amplifi Global, bringing technical expertise to agency operations during the industry's programmatic advertising expansion.
"Louisa is strategic, commercially driven, and deeply connected to the realities of the media and advertising ecosystem, and she's exactly the kind of leader MINT needs as we enter our next phase of growth," according to Andrea Pezzi, Executive Chairman of MINT. "She brings a rare combination of operational depth, industry credibility, and growth leadership."
Pezzi acknowledged Larini's contributions during his tenure. "I want to sincerely thank Lorenzo for his leadership and impact. He helped move MINT into a new era, strengthening the product, accelerating our global footprint, and advancing key partnerships and acquisitions that have positioned the company for long-term growth."
As CEO, Wong will focus on expanding MINT's commercial footprint, deepening customer and partner alignment, and scaling the platform globally. Her responsibilities encompass operational strategy, revenue development, and market expansion across regions where advertising operations face increasing complexity.
"The industry is at an inflection point with brands and agencies urgently needing solutions that stand up in day-to-day operations to reduce complexity, increase transparency and governance, and ultimately deliver measurable ROI," according to Wong. "MINT has built an exceptional foundation at exactly the moment the market is demanding practical, enterprise-grade AI for advertising operations."
MINT characterizes itself as the global leader in advertising resource management software. The company maintains a team of over 300 professionals worldwide who integrate technology, data, and agentic intelligence to redefine how global brands and agencies plan, execute, and optimize advertising investments. Clients include LVMH, L'Oréal, and Dentsu.
The platform operates within an increasingly complex advertising technology landscape. Agencies reported in September 2025 that they seek to manage 64 client accounts per strategist compared to a current average of 35—an 83 percent increase—while 80 percent of strategists manage three or more platforms simultaneously. Teams spend an average of 46 hours monthly making campaign changes for individual clients across multiple platforms.
MINT's approach combines campaign data and workflows across platforms while applying autonomous AI agents where they improve day-to-day execution. The system helps organizations convert advertising activity into business outcomes, according to the company. Wong emphasized the practical focus required in current market conditions.
"MINT brings campaign data and workflows together across platforms, applies agentic AI where it improves day-to-day execution, and helps organizations turn advertising activity into better business outcomes," according to Wong. Her statement reflects industry movement toward operational consolidation rather than adding isolated point solutions.
The advertising resource management category addresses fundamental operational challenges facing marketing organizations. Advertising platforms accelerated autonomous campaign tool deployment during November 2025, with Amazon unifying its DSP and sponsored ads console while launching AI agents for campaign management. Google made its Ads Advisor and Analytics Advisor available to all English-language accounts, while the IAB Tech Lab introduced its Agentic RTB Framework establishing containerized auction standards.
MINT recently acquired technology leaders Redmill Solutions and info³, expanding its unified ecosystem. According to the company, the acquisitions completed the connection of media planning, buying, and execution within a single intelligent environment. The platform now operates as what MINT describes as an open enterprise platform deploying autonomous AI agents to augment human teams across the marketing and advertising value chain.
Wong's appointment arrives as industry debate intensifies around agentic AI protocols. Six advertising technology companies introduced the Ad Context Protocol on October 15, 2025, positioning the framework as a unified interface for artificial intelligence agents to manage campaigns across platforms. However, industry observers raised concerns about transparency, questioning whether automation addresses fundamental structural issues in programmatic advertising.
The operational complexity facing advertisers extends beyond campaign execution. Manual workflows dominate despite technological advances, with teams navigating unique rules and analytics across walled gardens like Google and Amazon while managing different ad formats through demand-side platforms for open web inventory. Data fragmentation compounds challenges as 58 percent of agencies use more than one source for audience data.
MINT's platform aims to address these operational bottlenecks through technology solutions that integrate budget management, campaign execution, and data aggregation. The approach eliminates manual processes while improving accuracy and speed, according to the company. Modern advertising demands require agencies to execute campaigns across multiple channels simultaneously, often targeting hundreds of geographic locations with thousands of customized advertisements.
Wong's background positions her to navigate both agency operational realities and technology platform capabilities. Her tenure at Extreme Reach provided exposure to creative asset management challenges across television and digital environments. Nielsen and XR announced integration on December 18, 2025, that automated measurement tag application to eliminate manual steps and reduce errors in campaign activation.
At Wavemaker, Wong oversaw operations during a period when agencies confronted increasing platform fragmentation and client demands for sophisticated cross-channel campaigns. Her earlier roles at Carat included Chief Transformation Officer responsibilities during 2018-2019, followed by Chief Operating Officer duties through mid-2020.
The advertising resource management platform operates within broader industry infrastructure transformation. Multiple platforms deployed agentic AI systems during the week of January 5-10, 2026, moving beyond testing to production deployment. Yahoo DSP integrated agentic AI directly into demand-side infrastructure, creating systems where artificial intelligence agents continuously monitor campaigns, diagnose performance issues, and execute corrective actions autonomously.
Wong co-founded TrustWorks in May 2025, maintaining involvement in that venture alongside her CEO responsibilities at MINT. According to her LinkedIn profile, she holds a Bachelor of Science degree in Applied Psychology from Durham University and speaks Cantonese and Chinese at native or bilingual proficiency levels.
MINT's platform deployment reflects market demands for practical AI implementation rather than isolated automation features. Wong's statement during the announcement emphasized operational focus: "I am excited to work closely with our customers, partners, and employees to accelerate growth and help modernize how advertising work gets done, at scale."
The company positions its technology as addressing what it characterizes as a fragmented marketing stack—disconnected tools, siloed data, and absence of a single source of truth. Wong referenced these challenges during her LinkedIn announcement, stating she had spent years watching marketing, media, finance, data operations and business decision makers struggle with increasingly complex infrastructure.
Industry consolidation continues reshaping the advertising landscape alongside technology platform developments. However, MINT operates as an independent advertising resource management provider rather than competing directly with major advertising platforms. The company's client base spans global brands and agencies requiring unified campaign management across multiple advertising systems.
Wong's appointment effective February 2 provides several weeks for transition planning before she assumes full CEO responsibilities. The timing positions MINT for commercial acceleration during the first quarter of 2026 as advertisers finalize annual planning and budget allocations.
According to MINT, the platform drives marketing transformation in the age of agentic AI through an open enterprise platform deploying autonomous AI agents across the marketing and advertising value chain. The company states its technology connects marketing performance with enterprise growth and genuine business impact, addressing demands for measurable outcomes from advertising investments.
Who: Louisa Wong, former CEO of Extreme Reach and Wavemaker Americas, was appointed Chief Executive Officer of MINT, the advertising resource management platform. Andrea Pezzi serves as Executive Chairman. Lorenzo Larini previously led MINT and transitioned from the CEO role.
What: MINT appointed Wong to lead commercial expansion, customer alignment, and global scaling of its advertising resource management platform. The platform integrates technology, data, and agentic intelligence to help brands and agencies plan, execute, and optimize advertising investments across fragmented systems. Wong succeeds Larini, who strengthened product development, accelerated global expansion, and advanced strategic acquisitions.
When: The announcement occurred on January 21, 2026, with Wong's appointment effective February 2, 2026.
Where: MINT operates globally with over 300 professionals worldwide serving clients including LVMH, L'Oréal, and Dentsu across multiple markets. The company maintains headquarters in New York with additional offices internationally.
Why: The appointment addresses increasing operational pressures facing CMOs and executive leadership teams who must deliver measurable impact with fewer resources while navigating highly fragmented advertising and technology infrastructure. Wong brings operational depth, industry credibility, and growth leadership to scale MINT's platform during a period when the market demands practical, enterprise-grade AI for advertising operations.
