The division launched in November 2015 to help clients work with start-ups and early stage companies to use emerging technology to accelerate people around the purchase journey. It also addresses the brand innovation space at a pivotal point as the number of start ups continues to increate.
Tonic is looking to buck this trend with a fresh strategy in its second year, to concentrate on specific innovation ventures or projects and much deeper relationships with fewer start-ups, to help them grow alongside MEC clients.
Salter, who will report to Ben Poole, MEC UK’s Chief Digital Officer, will be responsible for working across MEC Tonic’s entire client base and will focus on redefining what innovation means for MEC and its clients.
Her prior role was serving as Chief Marketing Officer at Vrumi, a start-up disrupting the traditional workplace,.
Before joining Vrumi, Salter worked in New York as Head of Marketing at Q by Equinox (now Furthermore) and Senior Communications Manager at Equinox, where she led media strategy, digital marketing, and agency performance.
Ben Poole said: “Sarah has a superb track record of successfully innovating for brands, and will doubtless bring value to our clients,” Poole said, in a release. “This combination will bring significant value and insight into helping brands work with the right start-ups on the right projects. Sarah is perfectly placed to take Tonic to the next phase of its evolution.”
“For too long innovation has been used to drive short term relevance but it isn’t about this or a quick sales uplift, it’s about building a future,” Salter added. “This strategy is what is so exciting about MEC Tonic for someone with my background. I’m excited to be joining at such a pivotal time in Tonic’s growth.”