Mosaic Group Marketing Services has revealed that its new below-the-line agency, to be run by former McDonald's marketing chief and FCA! managing director Samantha Smith, will be known as Mustard.
The agency comprises four existing outfits: ZGC, Stretch The Horizon, Dialogue and Creative IQ, whose clients include Mars, Coca-Cola, Reebok, Bacardi-Martini, Renault and NatWest. Mosaic Group acquired ZGC in December 1997 for pounds 6m, and purchased brand extension agency Creative IQ the following year. The group then paid pounds 17m for Stretch The Horizon in April 1999 to complete the Mustard line-up.
Mustard will aim to offer a single point of contact for strategic support coupled with specialist skills in direct and promotional marketing, customer relationship management, data planning and digital services.
Smith, who joined Mosaic in August last year (Marketing, August 3) reports to Mosaic Group chief executive John Gellett. She said Mustard would be an integrated media-neutral agency.
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