Hires and Senior Moves at Mustard

Manchester, UK-based full-service MR agency Mustard has moved Andrew Wiseman from sister agency Honeycomb to fill the newly created role of Strategy Director. In addition, Anthony Shephard-Williams has been promoted to Director and the firm has hired four new REs.

Founded in 1989, Mustard offers a range of services for customer satisfaction, brand research, segmentation, proposition / concept testing and U&A studies. Its Honeycomb business focuses on drawing real-time insights and data from existing sources of MR and other information across an organisation, then using analytics and data science approaches to turn this into 'more compelling' business advice.

Wiseman (pictured) launched Honeycomb in 2018, and spent the past year working exclusively with one of Mustard's key clients. He was previously MD at ICM Unlimited, established the Leeds office for community panel specialist Verve, and served as CEO of Optimisa. He began his career at Nielsen, before becoming Director of Market Analytics at Nunwood. In his new role, Wiseman will lead on client and proposition strategy as part of the agency's future business planning.

Shephard-Williams joined Mustard more than eleven years ago, and has since held roles including Head of Online Communities. Earlier, he was an RE at Virtual Surveys (later known as Join the Dots, and now part of InSites Consulting), and an SRE at GfK NOP. According to Mustard, Shephard-Williams' promotion recognises the role he has played in building the agency's online community offer, which he will continue to lead in his new role. Separately, Mustard has brought in graduates Ashleigh Saville, Bushra Bibi, Ed Graham and Ben Howarth as Research Executives.

MD Colin Auton says of the senior changes: 'With these additions to our senior team, we feel confident that we have the right team in place to capitalise on a strong post-pandemic business performance, and further grow our reputation for making a real difference to the brands we work with. The insight market continues to evolve, and by appointing Andrew as our new Strategy Director, we will ensure that we take advantage of the new tools and techniques that are emerging in the market - adding to our strong advisory capability'.

Web site: www.mustard-research.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.