The two companies, which both specialise in the research and insight industries, will work together on consulting and marketing projects for clients in the US, UK and EMEA.

Keen as Mustard, founded in 2006 by former RI marketing director Lucy Davison (pictured, above left), helps its clients  with strategy, branding, design, PR and content.

Cambiar works with clients on strategy, mergers and acquisitions, HR, recruitment and training. It is led by Simon Chadwick (pictured, above right), a former CEO of companies including RI and Peanut Labs, and the current chairman of the Insights Association (formed recently by the merger of US research associations Casro and the MRA).

Davison said: "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, who will be joining Keen as Mustard’s board as an advisor, said: "For Cambiar’s clients, this is a win-win combination. 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.

"Keen as Mustard has built itself a very strong, niche brand with a great reputation for marketing in data, research and insight. The opportunity to combine forces on client marketing projects was too great to pass up."