Smarter Agency Partnerships

Redefining How Brands And Agencies Connect

We help brands build agency partnerships that perform – and keep performing – starting with clarity before decisions are made.

OUr Approach

Fit-First Agency Partnerships Built On Strategy, Culture, & Capability

We’ve reimagined how brands think about agency partnerships – not as one-off selection events, but as relationships that need to be understood, set up properly, and managed over time.

Our work starts with clarity. We take time to understand what the business is trying to achieve and how existing partnerships are really working, before any decisions are made.

That understanding shapes what comes next. Where improvement is possible, we strengthen what’s already in place. Where change is needed, we design fit-first processes built around strategy, culture, and ways of working – not theatre or price alone.

The result is fewer false starts and partnerships built for long-term success, not short-term showmanship.

Supported by the Alliance of Media Independents (AMI)
Built with Senior Brand and Agency Input

Our Services:
Choose Your Focus Area

We offer three service groups to help you make confident, well-structured agency decisions,
whether you're staying, switching or scaling

Fit Check

Understand what's really working, what's not and what to do next

Clarity before committing to change

Fit-First Pitch

Smarter, faster agency selection - built around fit

Designed to protect time, trust and value

Fit to Perform

Make sure the partnership works after the pitch

Built for the long term, not just day one

These services are designed to work together, but they don’t have to be used sequentially.

Many organisations start with Fit Check to build clarity and determine the right next move. From there, the focus may be on strengthening what’s already in place, making a considered change, or supporting partnerships to perform over time.

The right starting point depends on your situation. What matters is making deliberate decisions, grounded in clarity rather than assumption.

About MosAIc

Why Mosaic Exists

Mosaic was founded to challenge a system that too often leads to poor partnership decisions – reducing agencies to commodities and pushing brands into short-term choices. The result is wasted effort, missed opportunities, and relationships that fail to deliver their full potential.

We believe there’s a better way. Mosaic elevates how brands and agencies work together to create partnerships that are stronger, longer-lasting, and more valuable. Real performance doesn’t come from process alone – it comes from clarity, alignment, and the way people actually work together.

By connecting insight from both sides, Mosaic helps brands make confident decisions and gives agencies the opportunity to show their true value. The outcome is fit-first partnerships that work from day one and strengthen over time.

Our Advisors

Andrew Livingston

Founder, Principle Advisor

Andrew has spent over two decades leading agencies, building teams, and managing pitches. His career spans senior leadership roles within global networks and work as a brand-side consultant, giving him a rare dual perspective on how agency relationships succeed or fail.

That experience gives him a clear instinct for what works, what is just for show, and how brands and agencies can build partnerships that last. At Mosaic, Andrew applies that knowledge to ensure every engagement is rooted in clarity, fairness, and long-term value

Armelle Guillet

Growth & Marketing

Armelle helps ambitious brands unlock growth and build marketing that actually works. She works with CEOs, founders, and CMOs to create clarity, balance performance with brand, and redesign marketing teams before costly mistakes are made.

Her experience spans startups scaling past £5m, scale-ups diversifying from a single acquisition channel, and established businesses working to retain customers and increase lifetime value. Recent projects include retention strategy, channel mix optimisation, and digital transformation, including AI for marketing.

Chris Ladd

Ex-Client: Media Management and Leadership

Chris has spent more than 20 years leading paid media from the client side, managing investment and agency relationships for brands including Boots, Nationwide, and SSE. His focus has been ensuring advertisers get maximum value and accountability from their media partnerships.

Earlier in his career, Chris worked at ITV, MGOMD, and Ebiquity, giving him experience across sales, buying, and auditing media. That breadth allows him to see the media ecosystem from every angle, but it is his client-side leadership of major budgets that sets him apart.

Anthony Clifton

Media and Marketing Strategy

Anthony is a media and marketing strategist with over two decades of experience, advising brands in the UK and internationally. He now helps businesses transform their media investment, designs tailored agency selection pitch processes and optimises marketing operations; combining strategic depth with practical delivery.

His work has stretched across brand launches, sponsorship activations, pitch management and digital transformation projects, with clients including Nestlé, PepsiCo, Coty, Nissan, Odeon Cinemas Group, Fulham FC and Octopus Energy. Before founding his own consultancy, Anthony held leadership roles at OMD EMEA and Essence Global.

Testimonials

Experience Matters

I had the pleasure of working with Andrew on a recent agency sourcing project for Woodland Trust, where his depth of strategic insight, media market expertise, and high service standards were instrumental in guiding the process. Andrew brought a deep understanding of the media landscape, ensuring that our agency selection was not just about capabilities but also about finding the right strategic fit for our needs. His knowledge of agency models, commercial structures, and industry best practices gave us clarity and confidence in our decision-making. I would highly recommend Andrew to any organisation looking for expertise in media strategy, agency sourcing, and commercial advisory.

MArketing Director - Charity CLient

Having worked alongside Andrew for 18 years, primarily as a pitch consultant in the media industry, I've had the distinct pleasure of witnessing his exceptional leadership and strategic prowess. Andrew's contributions to the industry are highlighted by his leadership in spearheading pitches, nurturing agencies from nascent startups to a formidable competitors. His pitches, known for their flawless execution and strategic depth, have consistently outperformed larger, more established teams. Andrew stands out as a genuinely personable colleague, always a pleasure to work with. His track record speaks for itself, and his character adds even more value to his professional offerings.

Snr Director Pitch Consultant