Mission buys behavioural insight shop Innovationbubble

The Mission Group, the company which owns 11 specialist agencies including Krow, has acquired international psychological insights and behavioural solutions consultancy Innovationbubble for an undisclosed sum.

Launched in 2010 by psychologist Nigel Marlow, according to LinkedIn the consultancy has around ten staff and provides research and advice to brands, to help them better understand what drives the behaviour of their customers and ultimately how to improve marketing activity.

Its client list – past and present – includes Asda, Aviva, Coca-Cola, HSBC, Diesel, Mini, Wall’s, Cadbury, Bayer, Sanofi, FedEx, and SpaceNK.

Mission says the consultancy will now sit at the heart of the group’s business model, dubbed the “Mission Advantage”.

The deal comes just under a year after Mission initiated a major rationalisation, spearheaded by group chief executive and former Big Dog boss James Clifton, which saw Big Dog folded into sister shop Krow, and the number of agencies in the group reduced from 16 to 11.

Clifton commented: “Mission has a strong track record of integrating earning accretive acquisitions, broadening the group’s range of services, geographic reach and sector expertise. I believe the Covid-19 pandemic will present exciting new opportunities for our business and this acquisition is early testament to our ambitions.

“We are delighted to welcome the Innovationbubble team. In the current environment, their unique insight into customer psychology and behaviour is hugely valuable as businesses look to capitalise on the shifting trends we have seen during these unprecedented times. I am confident their expertise will be an important addition to the suite of services we offer our clients through Mission Advantage and look forward to working with Dr Simon and the team.”

Innovationbubble chief executive Dr Simon Moore added: “Mission is a fantastic business and the collaborative culture and entrepreneurial spirit which the Group has fostered made them the natural partner for us.

“We are looking forward to becoming part of Mission and excited to be working with James and the team as the Group continues to build on its impressive growth to date.”