Growth Partners

The agency was founded in Manchester in 2013 by experience creators who successfully launched and scaled new-to-market experiences in the UK and Europe for over a decade. With a team of the industry's leading ticket strategists and performance marketers, Mustard has an unrivaled understanding of what it takes to fill capacities and scale experience brands.

From launching and scaling new experiences into the market as operators, mustard started in 2013 as the industry-leading marketing agency for festivals, gigs and clubs in the UK and Europe. Since then, we've evolved into a growth partner across the entire experience economy, driven by our unique background as operators and extensive insights from driving millions in ticket sales and bookings. We've delivered over £400m in revenue across 20+ countries and built a track record that spans every scale of experience, from independent festivals to global entertainment groups.

We're based in Manchester and London, working with clients across 3 continents in Europe, North America and Australia. We work with experiences in festivals, sports, attractions, hospitality, tours, and destinations. We understand the commercial pressures on a stadium operator are different from a festival promoter or an attractions group.

To put it simply, we deliver growth strategies and design a marketing infrastrature that is built to drive more ticket sales and bookings, and we have a performance execution team that manages your paid media campaigns and performance creative production across social and email. We use proprietary reporting and dashboards based on our unique experience as successful event operators to help you understand the metrics that matter for growing your attendees.  

Alongside. We're an extension of your resource, not a replacement for it, and we work alongside your team as growth & performance specialists. The goal is to make your team stronger and more commercially confident.

Predictable booking revenue. How we get there will depend on your experience and commercial goals. For a festival it might be ticket sales velocity and sell-through. For a venue it might be capacity utilisation. For a tour it might be secondary market growth. We define the metric that matters most to your bottom line and work backwards from there.