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Lucy Davison
No-nonsense insights communication expert, MRS Fellow, Insight250 Legend, Chair ESOMAR Representatives working group, ESOMAR UK Rep
Lucy Davison is the Founder and CEO of Keen as Mustard Marketing Ltd, a global communications consultancy established in 2006. With over 30 years of experience in B2B marketing, she has a strong background in design, brand, and advertising, having previously worked as a marketing director at Research International. This role sparked her passion for insights and research, leading her to create her own agency to better serve clients in these areas.124
Under Davison's leadership, Keen as Mustard Marketing has developed a reputation for specializing in marketing communications that support clients in data, research, and insights. The agency has worked with a diverse range of clients, from large corporations like Coca-Cola to smaller tech startups.13
Davison is also recognized for her contributions to the industry as a Fellow of the Market Research Society (MRS) and a former council member of ESOMAR. She emphasizes the importance of effective communication within insights teams and aims to elevate their work to create lasting impacts within organizations.23
In addition to her professional achievements, Davison is involved in mentoring programs, driven by her desire to support others in their career journeys—something she felt was lacking in her own early career.12
Highlights
It's the morning after the ESOMAR Congress in Athens and I'm just reflecting on a great few days...At my first Congress in Athens in 2010 I walked into the drinks on the opening night knowing not one single person! Since them I'm very happy to have met hundreds of brilliant people from all walks of life, but I still manage to make new friends every single time (that's you Ritanbara Mundrey, Coen Olde Olthof 🤖, Shazia Ali, Mary Kyriakidi, Manny Rodriguez Pål Listuen and many others)... This year I caught up with some great content (Richard Colwell, Jane Ostler, Jon Puleston) hosted the Representatives meeting (always my highlight), saw lots of old friends, danced, sang and laughed. It is a great experience and I am very grateful to be able to be a part of it. And, quite unexpectedly, I won an award. I'm excited about next year in Prague, but not sure the team at ESOMAR can top this year!
Joaquim Bretcha Richard Collins Sally Joubert SARAH CAMPBELL GAICD George Zdanowicz Rumi Natcheva Urpi Torrado Iosetta Santini Roddy Knowles Stewart Tippler Paul Hudson Anna Apostolopoulos Kelli Hammock
Athens has long been a favourite city for me and one I have returned to often since as a 19 year old backpacker I left a very nice two person tent in a hotel in Piraeus (they kept it for me for a year until I was able to go back!). My experience of Greece has always combined a simple, elemental way of life with grand conversations about art and philosophy.
So I am even more pleased than usual to be attending the ESOMAR Congress there this year and to be hosting the ESOMAR Representatives meeting on Sunday 8th September. The network of Representatives in over 100 countries is the bedrock of the data and insights community. ESOMAR is only global because it is local. Without the tireless efforts of the Reps on behalf of the members, ESOMAR would really not exist. As a result the Reps meeting is a highlight for me and I as head the Reps' working group, I am proud to stand up for such an interesting, engaged and diverse group of researchers. Indeed I can't wait!
If you are not able to get to Athens then we will miss you and here's to next time. If you are there, please come and say hello.
I never used that tent. Sleeping and dreaming under the stars was much better!
Simon Chadwick Rhiannon Bryant Danny Russell Iosetta Santini Richard Colwell Ray Poynter Corrine Moy Urpi Torrado Alina Serbanica John Smurthwaite Bob Birdsell, CAE Keen as Mustard Marketing Ltd
