Brainchild Creative Studio Partners with Mantis for Brand Suitability, Safety, and Contextual Solutions
by on 25th Jun 2025 in News
Mantis, a leading provider of contextual advertising solutions with built-in brand safety and suitability, has announced a partnership with Brainchild Creative Studio, a specialist marketing agency for the music industry that combines cutting-edge marketing science, data-driven strategy, and behavioural insights to help artists and music brands break through the noise and connect with their audiences more effectively and efficiently than ever before. The partnership will see Mantis deliver its suite of “Mantis Data” solutions for the independent agency’s music and gaming client-base, including brand suitability, safety, and contextual advertising tools.
Brainchild understands that the benefits of data-driven marketing and digital advertising need more awareness within the music industry, with many artists currently missing out on opportunities — such as contextual targeting and curated audience segments — that can increase their profile and fan base. The new partnership will be addressing these issues with Mantis’ bespoke contextual audiences, which can be deployed across a number of environments and provide advertisers with privacy-conscious precision targeting.
Brainchild will also have access to Mantis’ AI-driven contextual intelligence, which uses advanced semantic analysis to assess the suitability and safety of content, offering a refined understanding of both text and media environments. In an industry where artists often rely on being spotted and covered by music publications — including stalwarts such as The NME and Mojo — it’s essential that this quality journalism benefits from the increased revenue opportunities that come from using Mantis’ tools to unlock inventory that could otherwise be blocked by traditional keyword solutions.
“As part of our new partnership with Brainchild, we’ve spent a lot of time understanding the challenges that the music industry faces today. It’s clear that there are huge opportunities in digital advertising that many artists aren’t currently aware of, let alone seizing. With our contextual solutions, we’re excited to support Brainchild with precise targeting — such as placing ads around relevant content, like articles on similar bands or music genres — to find suitable new audiences for their clients’ work,” said Fiona Salmon, Managing Director at Mantis.
“We are excited to partner with Mantis, their Advertising technology is state of the art, and introducing this technology in the music industry will be a game changer. There is so much wasted potential right now how advertising is being done, and us partnering with Mantis will be able to cut wastage and reach the right audiences,” said Dominik Lacziko Succhiatti, CEO at Brainchild
When looking at gaming content — another key audience for Brainchild — Mantis has identified that traditional agency keyword lists are blocking 53% of articles, limiting advertisers’ access to suitable premium inventory and quality audiences, and negatively impacting publisher revenue. These articles are being unnecessarily blocked for including:
- Common gaming words, “invasion” and “bullets”
- Game names like “Dead Rising” and accessories that can be bought in-game, such as “Weapon Skins”
- Reporting on hardware issues, like Xbox’s “Red Ring of Death”
With gaming titles often covering additional news about comic series, graphic novels, or films that align with games, another layer of blocking is at play. Examples that Mantis found to be blocked included references to “The 8 Deaths of Spider-Man” series, and articles about fictional characters being “killed”.
“Publishers’ gaming content is often as nuanced and detailed as the imaginary worlds the games depict, with dedicated and loyal fans that could be valuable audiences for advertisers. We’ve seen time and again that traditional, over-zealous keywords list can result in entirely safe and suitable inventory being blocked from advertising. With gaming being a big part of Brainchild’s client-base, we looking forward to working with them to unlock inventory and open access to contextually relevant content, and audience segments,” Fiona Salmon from Mantis, continued.
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