Ars X Machina Honored with 2026 Inc. Power Partner Award for Excellence in Media Innovation
In a notable achievement, Ars X Machina (AXM), an independent media agency led by women, has been awarded the esteemed 2026 Inc. Power Partner Award for the second consecutive year. This accolade highlights AXM's dedication to assisting clients in achieving success through innovative solutions and strategic media investments. The agency received recognition in the Advertising, Marketing, and Sales category, showcasing its noteworthy contributions in these fields.
AXM is particularly lauded for its development and expansion of Agile Mix Modeling™ (AMM), a proprietary platform designed to optimize marketing mix modeling. This technology empowers companies by identifying which paid media investments are most effective in driving incremental sales. Offered as a managed service, AMM is particularly beneficial for brands and agencies during live campaigns, allowing for real-time adjustments based on performance data.
Taji Zaminasli, Co-Founder and Managing Partner of AXM, emphasized the motivation behind creating AMM: “We built Agile Mix Modeling because we wanted to be a better media agency partner to our clients, and the tools available weren't giving us the answers we needed.” The platform seeks to bridge the gap that traditional measurement techniques have created, offering quicker insights into campaign effectiveness.
Traditional marketing attribution often gives credit to channels closest to a sale, failing to acknowledge earlier influences that may have contributed to that sale. Moreover, conventional marketing mix models can take several months to yield insights, which can be too late for marketers looking to make timely adjustments. AXM's approach with AMM addresses both of these challenges.
By leveraging daily media data and Bayesian modeling, AMM enables advertisers to measure the incremental impact of their media expenditures across various channels. This analysis is augmented by the expertise of experienced media practitioners, allowing for precise forecasting of potential budget shifts before committing funds. This feature is integral for advertisers eager to make the most effective use of their marketing budgets.
In a recent project with outdoor apparel brand Mountain Hardwear, AMM revealed surprising insights: paid search efforts were over-saturated, while investments targeting upper- and mid-funnel audiences proved to be significantly more effective in acquiring new customers. As a result, AXM adjusted the client’s budget allocations to prioritize reaching new demographics, ultimately achieving an incrementality rate that was 31%—twice the typical benchmark for the e-commerce sector—while enhancing the incremental return on ad spend by an average of 25% each quarter.
Josy Amann, another Co-Founder and Managing Partner at AXM, highlighted the transformative nature of AMM in data-driven decision-making: “For years, marketers were forced to make decisions about brand and performance investments without really understanding how they work together.” With AMM, AXM facilitates a clearer understanding of how various investments interrelate, empowering clients to make informed choices about resource allocations in both brand awareness and performance initiatives.
The honors for AXM extend beyond the award itself; Sara Owens, the agency's SVP of Analytics and Data Science, has also been recognized as one of AdExchanger's 2026 Top Women in Media. Owens played a pivotal role in the development of AMM, merging sophisticated statistical modeling with hands-on media knowledge to create a robust platform that not only analyzes past events but also predicts future outcomes.
As AXM continues to innovate and expand its offerings, the recognition from Inc. underscores the agency's commitment to excellence, client success, and ongoing media innovation. Whether in providing insights through AMM or building strong partnerships, Ars X Machina exemplifies what it means to be a leading agency in today’s competitive marketing landscape.
AXM is particularly lauded for its development and expansion of Agile Mix Modeling™ (AMM), a proprietary platform designed to optimize marketing mix modeling. This technology empowers companies by identifying which paid media investments are most effective in driving incremental sales. Offered as a managed service, AMM is particularly beneficial for brands and agencies during live campaigns, allowing for real-time adjustments based on performance data.
Taji Zaminasli, Co-Founder and Managing Partner of AXM, emphasized the motivation behind creating AMM: “We built Agile Mix Modeling because we wanted to be a better media agency partner to our clients, and the tools available weren't giving us the answers we needed.” The platform seeks to bridge the gap that traditional measurement techniques have created, offering quicker insights into campaign effectiveness.
Traditional marketing attribution often gives credit to channels closest to a sale, failing to acknowledge earlier influences that may have contributed to that sale. Moreover, conventional marketing mix models can take several months to yield insights, which can be too late for marketers looking to make timely adjustments. AXM's approach with AMM addresses both of these challenges.
By leveraging daily media data and Bayesian modeling, AMM enables advertisers to measure the incremental impact of their media expenditures across various channels. This analysis is augmented by the expertise of experienced media practitioners, allowing for precise forecasting of potential budget shifts before committing funds. This feature is integral for advertisers eager to make the most effective use of their marketing budgets.
In a recent project with outdoor apparel brand Mountain Hardwear, AMM revealed surprising insights: paid search efforts were over-saturated, while investments targeting upper- and mid-funnel audiences proved to be significantly more effective in acquiring new customers. As a result, AXM adjusted the client’s budget allocations to prioritize reaching new demographics, ultimately achieving an incrementality rate that was 31%—twice the typical benchmark for the e-commerce sector—while enhancing the incremental return on ad spend by an average of 25% each quarter.
Josy Amann, another Co-Founder and Managing Partner at AXM, highlighted the transformative nature of AMM in data-driven decision-making: “For years, marketers were forced to make decisions about brand and performance investments without really understanding how they work together.” With AMM, AXM facilitates a clearer understanding of how various investments interrelate, empowering clients to make informed choices about resource allocations in both brand awareness and performance initiatives.
The honors for AXM extend beyond the award itself; Sara Owens, the agency's SVP of Analytics and Data Science, has also been recognized as one of AdExchanger's 2026 Top Women in Media. Owens played a pivotal role in the development of AMM, merging sophisticated statistical modeling with hands-on media knowledge to create a robust platform that not only analyzes past events but also predicts future outcomes.
As AXM continues to innovate and expand its offerings, the recognition from Inc. underscores the agency's commitment to excellence, client success, and ongoing media innovation. Whether in providing insights through AMM or building strong partnerships, Ars X Machina exemplifies what it means to be a leading agency in today’s competitive marketing landscape.
Topics Entertainment & Media）
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