Strategy Director

Andy Wiseman

About Andrew

Andrew has over 25 years’ experience in data analytics and insight, and is responsible for Mustard’s client and proposition strategy

He is a data evangelist who likes nothing better than to join the dots from disparate sources to create stronger insights. A keen storyteller, he is a firm believer in uncovering the useful, as well as the interesting, for clients.

Previously MD at ICM Unlimited, he has also held senior level positions with KMPG Nunwood and Nielsen, and has worked extensively in industries including Technology, retail, FMCG and financial services.

Currently loving

  • • No Such Thing As a Fish • Freshly cooked French fries from Maccies • Northern soul


Currently sick of

  • • X (erm, Twitter!) • Aubergines • Succession (sorry team, just not happening for me!)

Articles by Andy

I’m sorry but… it’s just f***ing rude
The Totally Tropical Waste: The Sad Demise of Lilt
The unlikely link between Expected Goals (xG) and research