The Mission Group is continuing to bolster its network with the acquisition of its 17th agency, Brixton-based shop Livity, which brings experience of youth culture and “purpose” to the business.
Founded in 2001, and boasting Advertising Association CEO Stephen Woodford as chair, Livity works with leading brands to help them understand young people and enable them to engage with the next generation with purpose.
The agency’s clients include Nike, Google, Media Smart, Footlocker, YouTube, Speedo, NPSCC Childline, and Dr Martens.
The acquisition is designed to enhance Mission’s brand, strategy, creative and content capabilities, underpinning the Gen Z marketing offering across the group. Livity will come under the management of Mission-owned Krow, led by group CEO John Quarrey, but will remain a standalone agency within the wider group.
Livity also provides a new route to next generation talent for the Mission Group. Livity has always championed early stage careers, through its own network and by running talent programmes across the creative industries. One such example is Open_ of which Krow is the latest partner.
Livity also measures and reports on its own social impact, including aligning much of its work to six core UN Sustainable Development Goals.
Quarrey commented: “I’m delighted to welcome our new colleagues at Livity into the Mission family. This latest acquisition is testament to our continued strategy to focus on exploring opportunities that further enhance our compelling infrastructure.
“Our clients and prospects are acutely aware of the growing influence of Gen Z and are eager to explore how they can successfully engage with a youth audience in the most meaningful way. Livity offers them unparalleled expertise and guidance and I look forward to working closely with the team as we embark on this exciting new phase of growth to realise Livity’s full potential.”
Livity chief executive Alex Goat (pictured), who joined from Iris and has been CEO for the past decade, added: “I am incredibly proud of the journey Livity has been on: the work we make, the impact we consistently demonstrate and the passionate team that we have.
“We have spent 20 years innovating in culture and driving positive change for the next generation, and are excited to enter the next chapter with Mission. Their focus on creativity, innovation, entrepreneurialism and purpose makes it a natural fit for Livity. We are looking forward to scaling our impact and ambition with Mission and its brilliant network.”
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