Borthwick (pictured, left) was most recently at Hall & Partners Australia, where she was a senior research director. Prior to consumer research she worked in pharmaceutical research and market access.

At Mustard, she will lead the agency’s work on behavioural insights and social change.

Bedford (pictured, right) joins Mustard from B2B International, where she specialised in quant and analytical techniques in sectors including medical tech and education.

Beford will lead the development of Mustard’s analytical and data science offer.

The appointments follow a series of new client wins for Mustard.

Colin Auton, managing director, Mustard, said: “We’re thrilled to welcome Claire and Kate to Mustard as we continue to build our proposition. Enhancing our offer in both behavioural insights and data science is a focal part of our strategy. With their method and client savviness, confidence and realness, they’re already contributing in making a difference for our clients.”