Alliance for Cambiar and Keen as Mustard

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Alliance for Cambiar and Keen as Mustard
Posted on March 1, 2017 by Braden MacDonald

Reading Time: 2 minutes

February 28 2017 – MrWeb

US-based MR industry management consultancy Cambiar has announced a strategic alliance with London’s Keen as Mustard, which advises MR firms on their marketing strategy. The alliance will focus on clients in the UK, US and EMEA.


Keen as Mustard Marketing was founded in 2006 and bills itself as ‘the only full service marketing agency specialising in data, research and insight’. The agency has six staff based in London but derives 50 percent of its turnover from US-based clients.

Cambiar was launched two years earlier by Jay Wilson and Simon Chadwick – now Ch
air of the recently formed Insights Association. The firm has senior consultants based in the Tri-state area, North Carolina and California; operates a number of practices including Talent, ‘Impact’ and recently-added Technology and Analytics; and advises clients on strategy, mergers and acquisitions, HR, recruitment and training.

Keen as Mustard founder and MD Lucy Davison says of the agreement: ‘We have long admired Cambiar as a true trusted advisor to the industry. The insight and knowledge of such a great team will be of great value to our clients and in turn we are looking forward to bringing our marketing expertise to Cambiar clients’.

Chadwick says the opportunity to join forces with Keen as Mustard on client marketing projects was ‘too great to pass up’. He comments: ‘We have frequently been involved in determining brand positioning, points of differentiation and overall marketing strategy, and yet it can be difficult for marketing agencies not familiar with the industry to bring these to life. Now we have a partner for whom this is their prime business’. Cambiar’s own marketing specialist Beth Rounds left just a month ago to join data visualization / BI specialist Dapresy.

The firms say Keen as Mustard will also work as a marketing consultant to Cambiar, while Cambiar will reply with consultancy to help the British company grow on a worldwide basis, and Chadwick himself will join its Board as an advisor.

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