Mission banks on Bray Leino brand after Krow merger

The Mission Group is merging Bray Leino and Krow into a single entity under the Bray Leino brand as part of its restructuring plan to move toward “complete agency integration” with “fewer, stronger, and scaled agencies”.

Bray Leino will take over all of Krow’s clients, with a combined client roster that includes major brands such as Thatchers Cider, Aviva, BMW, Bensons, and the Post Office.

Its expanded offer will include strategy, creative, customer experience, digital, media, social, CRM, data, activation, and production.

Bray Leino was first launched in 1973 when founder David Morgan left the advertising industry in London and set up the full-service creative agency in the remote, rural countryside of North Devon. The company was officially incorporated in February 1978.

The Mission Group acquired Bray Leino for an initial deal valuation of £24.5m in cash and share in 2006. Morgan served as CEO until 2008 but returned in 2010 to return to lead the parent company. He successfully restructured the debt and served as the executive chair of The Mission Group from 2010 to 2021. He returned again as non-executive chair in late 2023.

Meanwhile, Krow Communications was launched in September 2005 by founding partners Barry Cook, Nick Hastings, John Quarrey and Malcolm White.

The agency was acquired by the Mission Group in 2018. Initially, it worked alongside Big Dog and shared offices in London. But in 2018, Mission underwent a major rationalisation, spearheaded by group CEO and former Big Dog boss James Clifton, which saw Big Dog folded into Krow and the number of agencies in the group reduced from 16 to 11.

The latest overhaul is aimed at maximising client retention and giving clients simpler, more direct access to a larger pool of expertise.

Kate Cox will be CEO of the expanded agency, while chief creative officer Wayne Deakin, who joined as in early 2026, already works across Bray Leino, Krow and Story.

As part of the transition, Krow group executive creative director Darryl George has left, while other key senior leaders from Krow – Ashika Chauhan, Paul Wallet, and Matt Watts – have officially taken up senior roles within the newly single Bray Leino entity.

Meanwhile, Krow chief executive John Quarrey will continue to work with key clients and take on the role of chief growth officer role within The Mission Group, supporting the group’s continued development. The official headcount now stands at around 300 people.

Kate Cox said: “It is a new chapter for Bray Leino. Both agencies have built strong reputations for effective work and long-standing client relationships. Bringing them together gives us a broader integrated offer with much more depth behind it, while creating a stronger platform for the next stage of growth.

“Our clients are facing increasingly complex challenges and are looking for partners who can connect thinking across the full marketing mix. Combining our teams gives them access to a larger pool of expertise and gives our people more opportunities to do ambitious work. I am incredibly excited about what we will build together.”

Mission banks on Bray Leino brand after Krow merger

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