Mission launches Krow X shop to meet client demand

Mission Group is continuing to overhaul its agency network by launching a creative customer experience agency, dubbed Krow X, in a move which it claims takes on board recent societal changes and a genuine customer understanding.

The new business will sit within the Krow Group and be headed by managing director Dawn Marrs (pictured), who has been MD of Krow since 2019. Prior to that she was managing director of sister agency Big Dog, which was merged into Krow in September of the same year. Marrs has also held senior roles at Saatchi & Saatchi and Cheil Worldwide.

The agency insists the launch follows in-depth research with the group’s current client set, industry peers and employees which delved into the challenges and demands they face.

By using both quantitative and qualitative methods, the agency was able to create a 360-degree view of its audience’s needs.

The insight gathered proved an overall need for efficient, effective, and creative work across multiple channels, with a focus on delivering joined-up experiences for customers – something Krow X is designed to fulfil. The group can also call on customer engagement agency Soul, which signed a deal to join the Mission Group at the tail end of last year.

Marrs said: “Everything changes and evolves and customer and client ‘needs’ are no exception. Customers have found new ways to interact and search, meaning how they make decisions and where they place their trust is based on a much more complex set of decisions and actions.

“Their expectations of brands, their services and purpose, have shifted dramatically. We’ve always delivered strong and impactful creative and by blending this with our CX consultancy expertise we are confident Krow X will hit the spot.”

Client strategy director Eliot Sykes added: “No one is better placed to guide us through this change than the customers themselves. By taking this context, using CX tools and our historic expertise, we can tap into meeting client needs with meaning. We’ve taken this strength and put it at the core of Krow X.”