Is your marketing content speaking to your audience? Does it accurately showcase your expertise?

Lucy Davison, Founder & CEO of Keen as Mustard Marketing, shares essential steps to spicing up your communications by ensuring your content reinforces both your brand and matches up with your target audience.

From the very first steps of understanding your brand identity to choosing the right content channels, dive into the five key strategies for creating impactful content that supports your brand on Greenbook’s Grow your insights business expert channel.

When we take these steps to heart we can drive better engagement and stronger differentiation in the marketplace for better brand success.

Read the full article: Sealing the Deal: 5 Steps to the Perfect Brand-Content Match

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Here at Mustard Towers, we talk a lot about fame. Maybe we are blinded by stardust, but we think there are important lessons to learn from Hollywood about how we go about communicating effectively. And we apply those lessons – good and bad – when it comes to communicating insights.

When we think about bad communication, surely nothing gets worse than the cringe-inducing 2017 Oscars disaster when LaLa Land was inadvertently announced as the Best Picture winner, instead of Moonlight.

Before I come back to that story it’s worth saying that when most people in insights think about good communication, they think about the words we use and the channels we employ, but they think less often about graphic design. However, there are several guiding principles of graphic design that we see in modern communication every day, such as the use of white space, the importance of contrast and balance, which are subconsciously followed by our brains, but rarely understood. We ignore these at our peril!

So what has that to do with the Oscars disaster, you may ask? Well, if you look at what went wrong that fateful night, the reason was a failure in graphic design – a failure to follow those guiding principles.

In case you were not aware or have spent the last five years under a rock, Warren Beatty was handed the wrong card as he went on stage to make the most important announcement of the night. He was given the ‘Best Actress’ card (which had just been won by Emma Stone) not the ‘Best Picture’ card.

But this was just one error. It was compounded was the design and layout of the card itself. The largest text on the card given to the 80-year-old Warren Beatty was ‘Oscars 2017’ – but surely we’d expect Warren to know where he was, and why. The second largest text on the card was ‘Emma Stone – LaLa Land’ – which is why Warren hesitated and his partner on stage Faye Dunaway (a mere septuagenarian), leaned in and read out the name of the wrong movie. The smallest text on the card, right at the bottom, referred to the Academy Award itself – ‘Best Actress’ (not Best Picture). If you look closely at the film of the night, the outside of the envelope is also blank, giving no indication of which award it was meant to announce. For some helpful visuals see the analysis by Benjamin Bannister here:

If the Academy’s graphic design team had thought this through, they would have realised that the hierarchy of the design of their card was wrong.  This is one of the most important guiding principles of graphic design. It directs the audience’s eye across a page, and through the narrative flow. The key information is the award itself – in this case ‘Best Actress’. If Warren had been able to read that easily, or if it had been written (in large font!) on the outside of the envelope before he opened it, he would have known immediately that the card was the wrong one.

Hierarchy is just one of several graphic design principles that we at Keen as Mustard believe researchers need to understand in order to communicate insights effectively (or, for that matter, to design good surveys). We use these principles to guide the design of all our materials, from a single chart to films, infographics and reports, so that they are not only visually appealing but also communicate clearly and effectively. There’s usually a reason why your message is not getting through and it’s often because the design principles have not been followed.

The principles we use most are:

• Hierarchy – as we have just seen, this is the control of visual factors to show importance within the design.
• Balance – the distribution of the visual weight of objects, colors, texture, and space.
• Proximity –items placed closely together are perceived as part of the same group.
• White Space – creates harmony, balance and clarity – using white space also leads a viewer from one element to another.
• Contrast –the use of visually different elements to capture attention and highlight important information.
• Alignment – Poor alignment will make a design look cluttered and unfinished.
• Consistency – an overall visual system making things easier to understand.
• Colour – different colour combinations offer varying experiences and visual contrasts for the viewer.

There were many other design failings in the systems and processes that The Academy and their consultants PWC adopted for the Oscars in 2017. But this simple and expensive graphic design failure in the layout of the card is one we can all learn from.

The graphic design principles are the guiding stars for good communication; they apply to everything visual. But most researchers have little understanding of good graphic design and why it matters. This is why we integrate the principles with our insights communication training. Storytelling is all very well, but if you don’t know how to present your material visually, in a way that is intelligent and clear, then even the most brilliant and interesting message is not going to get through. We’ll be exploring the impact of some other design disasters like this over the coming weeks. So, before you have your very own mortifying Warren Beatty moment, make sure to study and employ the right design principles.

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Insights from Diageo, Under Armour, DeBeers and The Economist on choosing their insight partners.

There isn’t an app for clients to swipe to find their perfect insight partner. But that doesn’t mean that you can’t get noticed. At IIEX Amsterdam, Colonel Mustard Lucy Davison led a dynamic panel discussion about how end clients find and engage with new insight partners. Panellists, including Efrain Rosario, Head of Global Futures and Shopper Planning at Diageo, Diana Mitkov, Senior Management of Demand Insights and Analysis at De Beers, Helen Devine, UX Research Manager for The Economist Group, and Marion Hoek-Koudenburg, Director of Consumer Insights and Capability at Under Armour, shared their experience and about the best way to engage with them.

Here’s how you can win their hearts.

Communication is key

‘Emails are a big issue, don’t assume that everyone wants to hear what you have to say and particularly don’t send emails asking for an appointment next week… I get forty of those a day’ says Marion Hoek-Koudenburg.

The simplicity of an email seems like an easy way to get around the sweaty palms and awkward silences of a face-to-face or telephone interaction. However, a generic, unsolicited email or an automatic meeting request is also a good way to end up ignored or discarded into the trash folder. All panellists agreed that crowding the inbox, is no way to showcase your individuality.

What they recommended instead, is to attend IRL forums like IIEX and ESOMAR as there are ‘a lot of suppliers in one place, and I can go around and find out what people are doing’. Talking openly with others at events about your work is a way to not only get your face out there but is a way to connect with colleagues in your field as a human as well as a professional.

Another key channel cited by the panel is podcasts. End clients like to tune in in their own time and keep up to speed with what agencies have to offer without having to scroll through an unwanted email or read a lengthy article.

Facts speak louder than words

Even before you’ve secured that “first date”, it’s important to think about what makes you different from everyone else out there. Don’t offer up a laundry list of services but demonstrate what sets you apart, then build on that to generate trust and credibility for a successful partnership. As Efrain Rosario at Diageo states ‘Anytime an agency comes to me with a tangible use case where they’ve applied for someone else’ it’s hard to not hear ‘look this is the kind of tangible value we can get by doing this kind of work’ (click here for our article on best practice for case studies). Showcase what makes you different: your thinking, a point of view or philosophy, the real impact you helped a client achieve, and the experience you have under your belt.

No one likes a catfish

All our panellist agreed that ‘word of mouth is one of the most important ways to find out about working with someone new’ – so we cannot overstress how important a good reputation is.

It’s important to be aware of the risks companies take when bringing on board a new partner, which is why it’s so imperative to practice accountability and openness when working. You are who you are – so be true to yourself. Agencies that provide honest reflections on their own skills and limitations, that don’t pretend to be anything other than what they are, start the relationship off in the right way for both parties.

Experience is key

Of course, if we are talking about reputation, you must deliver top-quality work every time, to make yourself stand out from the sea of other firms. A good insights partner needs to know what it means to run a marathon, not a sprint. The brands on our panel look for partners that can identify touchpoints throughout the consumer journey and use them to optimise their research for growth. To do this you need to think broadly and know where you fit in. Our panellist said they are looking for agencies who can ‘crunch data and whenever we have access to bigger data sets, they can extract the most out of it’. These suppliers are sought out for their ability to use statistical methods, analyse data, and identify trends and patterns that can inform strategies and produce long-term success.

On top of broader business analysis skills, the clients on our panel also seek insight partners who have a solid qualitative understanding of consumer attitudes, behaviours, and drivers. In an internet-driven world, consumers can access more brand options than ever, so an in-depth picture of wider consumer behaviour beyond the brief, is needed.

A cheap date?

End clients are also feeling the pinch, one of the panellists has ‘been asked to cut a third of my budget’. Maintaining a strong partnership and team spirit is crucial when times get tough. By working together through experimentation, leveraging pre-existing information, or conducting a pilot project, insight partnerships can form to establish effective collaboration practices and build strong relationships that last.

It’s not always love at first sight, and getting noticed in a busy crowd can seem daunting. But by communicating your strength effectively and using the right channels to reach your prospects, you can ensure clients will swipe right!

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Here at Mustard, as a women founded and led business, we foster an environment of diversity. The work of Women in Research and the MRS’s Equality, Diversity and Inclusion reports have been vital elements in promoting and advocating for women in insights. As profession continues to evolve, there has been a growing push towards recognising the value of diversity in all areas of business.

But we have far to go. MrWeb’s new ‘Raidar’ ranking published earlier 2023, showed that in the top 40 global insights companies ranked, only one had a female CEO. https://www.mrweb.com/results/raidar2023118151910.htm#table. At this rate, according to WIRe’s 2022 Gender and Career equity survey, we will reach parity of male: female CEOs in 2067. This is in spite of the finding that companies with female leaders scored higher overall job satisfaction, with 26% of workers saying they were extremely satisfied with their jobs as opposed to male-led insights companies that only scored 19%.

The waste of talent and potential is bad enough but in order to truly reflect the needs and perspectives of all those we reach out to for research, it is imperative that we first ensure diversity within our own company structures. We must encourage women not to just sign up to work in insights, but also facilitate their advancement to more senior roles. Only by embracing the true diversity of society can we effectively and authentically represent the voices of the public through our research.

Which is why we at Mustard would like to offer our sincere gratitude to Greenbook for providing a platform for our own woman in leadership, Colonel Mustard Lucy Davison, to chair a panel of female leaders to discuss the topic at IIEX Asia Pacific. The panel included Juda Kanaprach, the co-founder and chief commercial officer of Milieu Insights, Nikki Lavoie, currently the head of global experience strategy at Savanta and former CEO and founder of Mindspark, Lara Truelove, the program leader for SAP’s Centre for experience management, and Bharati Dixit, who is currently utilising over 15 years of design and market research experience as the lead in UX Research for HP.

Together they shared their experiences as women in market research, their insights into what needs to change, their perspectives on how they elevate the voices of women in research, and how they recruit and manage diverse teams to achieve success – not just in support of themselves but the industry at large. Creating opportunities for women to share their experiences, insights, and perspectives is a crucial step towards achieving gender equality in the workplace this is particularly important in market research, where the ability to understand and represent diverse perspectives to deliver accurate and insightful findings is paramount.

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A huge congratulations are in order for our Colonel Mustard, Lucy Davison, as she becomes a two-time honouree of the Insight250 award at this year’s ESOMAR congress.

Lucy was recognised for her achievements over the last year, which includes presenting to the QRCA on building fame, her expert channel on GreenBook, presenting at IIEX in Austin, and her fireside chat with Bic at this year’s Quirk’s Media event in New York. It’s been a year full of achievements for Lucy and the Mustard team, so it’s very well deserved (if we can say so ourselves).

The Insight250 award features 250 members of our community, spread across 46 countries in 6 continents. Everyone featured is a leader and winner in their field.

Congratulations to everyone featured this year.

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In the world of insights and research, marketing (if done at all) is frequently focused on short-term, tactical, lead generation. Agencies and suppliers come to us because they want more leads and see marketing as a support for sales and new business. In a digital environment, this seems to be an easy win. Create content to drive traffic and give you leads for your website, encourage clicks, capture data, measure, and target – and Bob’s your uncle. The problem is that this approach very often leads to disappointment and frustration.

A recent study by Professor John Dawes from the Ehrenberg-Bass Institute helps us to understand why. Hold on to your chair because you might be about to have a jaw dropping moment…the research reveals that 95% of your potential customers are not in the market for your services right now and possibly won’t be for months or even years. Indeed, only 5% of B2B buyers are looking to buy at any given time. What is more, contrary to popular belief, there’s nothing you can do to convince a potential customer to think about entering the market earlier, because they already have what they need, and they won’t need to change it any time soon.

Let’s start from the beginning. Most of you will already be familiar with The Long and The Short of It the 2013 paper by Binet and Field with the IPA. This introduced the idea that brands should be spending 60% of their budget on long-term brand building and 40% on activation and direct targeting. The key insight is that you need to build memorable and meaningful connections over time to build brands and this will help your tactical marketing to work. But this was entirely based on research into B2C advertising.

The new study looks specifically at B2B marketing. It shows that if you want to grow, you need to invest in building mental availability with the 95% of your potential buyers who are not going to click on a link or respond to a CTA any time soon. Having high mental availability means being remembered; being top of mind when a prospect does think about buying your services. Customers need to be aware of your brand, and most importantly they need to have a strong emotional attachment to it, even in B2B.

This is a long-term effort especially in the lengthy and complex B2B sales cycle. To be successful your marketing needs to build and refresh memory links to your brand, which will activate when customers are ready to buy. But the study also reveals that 95% of B2B marketers expect to see significant sales within the first two weeks of a campaign . So, it is inevitable that there is a great deal of disappointment and frustration.

To build these memories, you need a marketing strategy that differentiates you from the competition and gives you a strong story and point of view; a strategy that will make you famous. Using long-term brand building activities, you can tell your story and shape the perception customers have of your company.

The main challenge for all insights firms is awareness. Yet, tactical digital marketing is not going to solve your awareness problem. What the 95:5 rule teaches us is that short-term tactics mostly hit prospects who aren’t going to buy anytime soon. Your money and time are mostly wasted.

So, does your marketing focus 95% on long-term brand building?

If the answer is no, you need to switch your focus immediately towards building brand awareness; defining and communicating your brand story and building your profile as an expert in your industry, creating engaging content to support it, implementing a PR and media plan to make you stand out within your market. When you’ve sorted out these aspects, you’ll make a long-lasting impression in no time (pun intended, of course).

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Greenbook’s IIEX events explore the intersection of technology and insights. Is there a better place to host IIEX Europe than Amsterdam? It’s a trendy hotspot for many individuals and communities, and MRX is no different. So, you can imagine how excited I was as a (slight) newcomer to the industry to hop onto the Eurostar, arrive and take in the eternal beauty of centuries-old canals, before attending the two-day wonder of ‘one of the most cutting-edge consumer insights events in the world.’

The event attracts an eclectic mix of individuals, from research entrepreneurs, data scientists to insights and marketing professionals. Together we all took to the iconic Beurs van Berlage to bask in new ideas. The event did not disappoint. The new technologies and platforms I experienced there allowed me to see the world of insights in a new and dynamic way.

Day One

Day one saw Colonel Mustard, Lucy Davison, start the day early as she opened the proceedings with ResearchGeek’s Jake Pryszlak and Gen2 Advisors’ Gregg Archibald. As the rest of Team Mustard crept from the back of the main stage to the front for the beginning of the day’s sessions, it was clear that the audience was ready and intrigued by what was to come throughout the day.

Immediately, the sessions got off to a great start. Nyssa Packard, Senior Director of Insights and Head of User Research & Data Science at Skyscanner, taught us why we should ‘kill’ the Net Promoter Score once and for all. Giving misleading data, leading to the wrong decisions, and disgruntled researchers, it was interesting to explore the pitfalls of NPS. As a concept NPS has been around since 2003 – Nyssa reminded us that it’s crucial to make progress and move to using better alternative metrics.

This year’s IIEX Europe event was extra-special for Keen as Mustard as our very own Iosetta Santini presented for the first time. In what was a highlight of the event, Iosetta took us back to school with the ABC of PR, as part of Insights Marketing Day. Insights Marketing Day which is designed to give insight agencies and suppliers guidance on their marketing, was integreated as a parallel session within IIeX this time. Obviously, I’m biased, but I’ve never seen someone command the stage as successfully as Iosetta. She delved into the unwritten rules of PR and explored the crucial need for PR in the world of insights.

It would also be remiss not to mention that Mustard design director, Simon Dunn, also did a great job at Insights Marketing Day, sharing his expertise on how Insights and market research professionals can map keywords to create differentiation and target clients distinctively.

The integration of Insights Marketing Day also gave me the pleasure of watching some genuinely thought-provoking sessions by Patrick Olszowski, CEO at Outrageous Insight and Adam Gray, co-founder at DLAignite. It was good to understand just how crucial marketing is in the market research and insights industry, and what we could to alleviate the sector together.

Day Two

This year IIeX was all about generations, sustainability, and inclusivity – every other session covered one of these topics to the extent that at times presenters would shoehorn these elements into presentations. Bizarre in an insights and technological-themed event, it did seem that some presentations relied on these themes to draw people but did not deliver.

On the other hand, Word on the Curb’s Hayel Wartemberg and Isabelle Cotton delivered an insightful and thorough analysis of how building inclusive communities in market research is vital to provide cultural nuance from under-represented groups. It made me admire the work Word on the Curb does to capture cultural shifts in modern society – and most importantly, it felt authentic.

Another stand-out session, which genuinely got the heart of what IIEX is all about – the intersection of technology and research – was by Alex Johnson, Director at Jigsaw Research. Alex exhibited just how handy technology can be when capturing practical insights by sharing his learnings from creating Jigsaw’s Whycatcher platform. The platform has WhatsApp integrated into its service, enabling people across the world to use it. It was ineresting to learn about how simple yet effective these concepts can be and good to hear how Alex learnt from failures to deliver success in an agile and effective way.

IIEX Europe has been a stand-out, especially for me, as a newcomer to insights. We need these events for people to come together, network, and ultimately learn from each other. I’m not sure how the quality compared to previous years, but it was an excellent way for me to integrate and feel at one with the industry. Despite a few repetitive conversations on some topics, it really clarified where the industry stands at this time. There are so many great people to learn from. And what’s better is that so much can change in 12 months, we’ll all be back ready to see what the world of insights has to say in 2023.

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When it comes to communicating insights, most people still rely on that dull event, the debrief. All our efforts are squeezed into one hour of bar chart hell. When we should be scintillating and exciting, we are studious and exhaustive. What can we do to change this?
Where better to look for inspiration than Hollywood?! The glitz, the glamour, the lights, the camera, the action. The FAME.

Here are my thoughts on what we can learn from Hollywood to ensure we get the attention we deserve and the recognition we desire.

First of all, it’s worth mentioning, when you think about the way movies are marketed and promoted, they always have a full integrated campaign around them. It’s these different elements working together that build fame. So although I have here a list of six, we need to use them all if we want to get results.

1. Stars
Hollywood is most famous for its stars. Whether directors or actors, from the Hollywood walk to the movies themselves, it’s all about the stars. When people think of the movie Titanic, they think of Leonardo DiCaprio and Kate Winslet. So, you need to think, who from your team can be your Kate or Leo? Sometimes your best presenter (actor) is not the most senior person or the person who ran the project. Be prepared to put your best presenter forward.

2. Titles, and one liners
Film titles are the first thing we hear when a film is announced. Before the cast, the trailer, before anything, it’s the title. With the latest Avenger films the discourse around the title was almost as big as the film itself. The snappy, clever or just plain irritating titles are ones we never forget. So think about what you call your project. Don’t call it ‘Results of Q3 tracker’. No one will come.

Then there are the one liners, which act like hooks to get us intrigued. ‘Frankly my dear, I don’t give a damn’ – you don’t even need to see the film to know where it comes from and what it is about. So think about a one liner to describe or refer to your project in a way that is really engaging.

3. Trailers
Blockbuster films have blockbuster trailers. And these trailers tend to hold the excitement, get the fans interested and start the fan theories. These blockbuster trailers set blockbuster records, Spider-Man: No Way Home received 355.5million in 24 hours on YouTube, the most for a trailer ever. Think about making three minute video trailers of your project. Just a few key highlights, but in film format, will often be all you need to get people engaged and excited.

4. PR
There is an elaborate PR scheme when it comes to promoting a film, from social media, to news articles and those all important Graham Norton interviews. Even when a film is not immediately due, the PR machine will whirr. So think about sharing the value of what you do all the time, work out key internal influencers, speak to people, use all available channels to publicise what you do, prime your audience for the project completion.

5. Target
Hollywood films are targeted toward different people. Paw-Patrol and a Period Drama have very different audiences and will be carefully planned and targeted for those audiences. They may both be movies, but they will be very different. So why do we in insights consistently do the one report or debrief for all audiences? Tailor your materials, understand your audiences and use different channels to reach them.

6. The Premier
Finally, think about the premier. The glitz and glamour all come together. Make this your debrief. Stage it, add some excitement and roll out the red carpet. Make the material interactive and increase your engagement. Sell your insights in the most exciting way you can.

Want to know how to make this work for you? Get in touch with us and we’ll share how we use our FAME model to add some Hollywood razzle dazzle to your insights communication

Keep an eye out for our upcoming webinar based on Hollywood and the FAME model and what you can do to give your insights FAME.

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A round-up of our newest recruit’s thoughts on this year’s Festival of Marketing event.

It was an exciting prospect to attend the Festival of Marketing for the first time! With a background in communications and having studied marketing, I’d heard a lot about the Festival of Marketing and how well-respected and cherished it is in the industry, but never had the opportunity to go – until now – even if it was just virtually.

The Festival of Marketing boasts content and sessions designed to make marketers feel more confident, capable, and inspired – and this year did not hold back on these experiences. With professional representatives from companies such as Ford, Boots and Heineken, the diverse range of knowledge made attending the event worth it and helped me use the advice that will help me grow in my role at Keen as Mustard.

So, without further or do, here are the top five things I learned during my time at the Spring edition of the Festival of Marketing:

1. Inclusivity and Diversity Should Matter to Brands

Throughout the three-day event, one of my favourite sessions was LGBTQ+ activist Munroe Bergdorf and Lucie Cave, Chief Content Officer at Bauer Media. They discussed the importance of inclusivity and diversity in terms of representation and how brands can do better when it comes to achieving a more inclusive culture.

Munroe spoke in-depth about her own experiences with transphobia and racism when she became L’Oréal’s first transgender model in 2017 and how it’s vital for brands to take a stance against ignorance. In addition, brands need to use their platform to perpetuate positive representation in their marketing – the one thing from this session that I felt was most important was that brands need to make sure inclusivity and diversity matter and that they’re doing this authentically.

2. Insight-Based Decisions are More Important Than Ever

Another fantastic session was chaired by Rachel Evans, Managing Director of Kantar Marketplace and Leila Buckley, Global Head of Activation, Kantar Marketplace. They talked to Caroline Cookson, Consumer and Shopper Insights Manager at Heineken and George Papadopoulos, Insights & Analytics Lead at Reckitt.

Having recently been immersed in the world of insights and market research, it was interesting to hear about the procedures -mainly digital – professionals are using to adjust to a post-COVID marketplace, which is impacting decision-making when purchasing. Of course, consumers themselves have become more dynamic, but adapting to new scalable ways of insight-based decision-making will see professionals tap into the solutions that will help them in the future.

3. Brands Can Drive Growth by Staying True to Their Values

One session that I was looking forward to attending was headed by Nicola Matthews, UKI Head of Marketing at Tony’s Chocolonely. She opened the session with one powerful statement, “Our mission is the only reason we exist.”

Having previously worked in Amsterdam, I was aware of Tony’s Chocolonely and its funky branding and marketing, but behind the aesthetics is a mighty operation to achieve 100% slave-free chocolate – not just their chocolate but all chocolate, worldwide.

Nicola talked about how vital it is for brands to stay true to their values when promoting their products, even if it is something as enjoyable as chocolate. She explained that because they want to make a profit for their shareholders, most chocolate manufacturing companies want to keep the price of cocoa low and pay their farmers as little as possible.

It was the most eye-opening session I attended during my time at the Festival of Marketing. The Tony’s Chocolonely case study demonstrated that people enjoy a good brand story and that staying true to values can be effective in marketing, especially when brands incorporate are transparent and honest about their mission statements and ethics.

4. Make Sure You’re KPIs are Succinct

Just one in four marketers are confident that they are tracking the correct KPIs. Bhavesh Unadkhat, Head of Brand at Frog and Sophie Bull, Brand & Content Consultant at Frog, went into depth about how we can re-think how brands perform, and consumers feel. The main framework they discussed, which I found useful focused on creating a succinct and valuable outline to consider when thinking about marketing KPIs.

5. A Good Mindset and Skillset Will Accelerate Opportunities for Growth

Finally, mental health was a big topic throughout the Festival of Marketing. Helen Tupper, CEO at Amazing If, talked about her journey into overcoming career challenges and how a healthy positive mindset can accelerate opportunities for growth.

She engaged with the audience and went into depth on how we can reframe the way our minds work when challenges occur in the workplace, by using the ‘COACH’ framework – seeking Clarity, understand your Options, eventually taking Action, gaining Confidence upon taking action, and ultimately seeing Help if necessary.

And there we have it, five valuable rules that I learned during my virtual experience at the Festival of Marketing. There was so much to absorb while watching all these brilliant sessions. Festival of Marketing did an excellent job of getting together s many professionals from well-respected and world-changing businesses across the globe. I’m super excited to take what I learned and apply it to my new role at Keen as Mustard, and you never know – maybe one day Mustard will take to the Festival of Marketing stage with its own insights.

You can still pay to watch the Festival of Marketing on-demand, here

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