Charlie Mitchell leaves CGA for Wilde Toast
UK brand activation agency Wilde Toast has appointed Charlie Mitchell as its new data and insights director.
Mitchell joins the drinks marketing agency from CGA by NIQ, where he served as the global head of consumer insights and research.
For nearly 15 years, Mitchell built a respected consumer research team in the drinks industry and successfully delivered programmes for many of the world’s leading food, drink, and hospitality brands across global markets.
In his new role, he will develop Wilde Toast’s data, insights, and consultancy services, combining quantitative and qualitative research with the agency’s expertise in brand activation, service strategy, and multi-channel execution.
Tom Bronock, co-founder of Wilde Toast, commented: “Charlie is widely recognised as one of the leading experts in drinks data and insights. This appointment allows us to combine best-in-class data thinking together with our strength in strategy and execution.
“There’s a real opportunity in the drinks industry to rethink how data and insight are used. Too often, insight lives upstream and never fully connects to what happens in-market.
“Wilde Toast has a deep understanding of how brands show up in the on-trade, and we are excited to help build an offer that genuinely blends insight, strategy and activation in a way that delivers tangible impact for brands.”
Wilde Toast’s goal is to bridge the gap between data and activation. Additionally, the agency will evaluate the impact of brand activations to help justify and optimise budgets.
It is also launching a dedicated insights and consultancy capability tailored to serve drinks brands in an increasingly complex industry landscape.
The new initiatives will be implemented in two primary areas: incorporating more comprehensive data capture, analysis, and insights into brand activation efforts, and providing standalone data specifically for beverage brands.
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