Crayk (pictured) joins Mustard from creative agency Linney, having previously spent 11 years with cultural consultancy Morris Hargreaves McIntyre.

Over the past decade, Crayk has built up a specialism in audience research, working with culture, leisure, heritage, nature and charity clients to improve their financial sustainability, deepen engagement and align audiences more strongly with their clients’ causes. 

Crayk is described as having a strong analytical approach, able to bring complex data to life in a simple, accessible and engaging way.

Mustard managing director Colin Auton commented: “We’re delighted to welcome Hannah to the Mustard team. She has a passion for understanding what makes people tick, using quantitative and qualitative insights to get to the heart of consumer needs and expectations.

“Hannah joins us at an exciting time for Mustard, with new client wins, notably in the area of leisure and tourism. Her previous experience is an ideal fit for Mustard as we continue to develop our offer – we look forward to watching her progress during her time with us.”