Soul signs deal to join Mission Group agency network

Customer engagement agency Soul has secured a deal to become part of the Mission Group, the business which owns 15 specialist agencies, including Krow.

The agency was founded in 2012 by “suit” Mike Cullis, planner Ben Rachel and creative Shaun Moran (pictured).

Collectively the co-founders had worked at most of the top direct marketing agencies of the 1990s and 2000s, including the now defunct Pearson Paul Haworth Nolan, Kitcatt Nohr Alexander Shaw, Partners Andrews Aldridge, OgilvyOne, CMW, WPP Red Cell, Claydon Heeley and The Communications Agency.

Initially launched as a pure DM agency, Soul has since expanded its offering and now works with psychologists to help businesses better understand human nature and human behaviour; clients include Genting, John Lewis Finance, Michael Kors and SSE.

It is claimed the addition of Soul to the group enhances Mission’s creative and customer experience capability for its clients, building on its existing expertise in the space.

MIssion Group chief executive James Clifton said: “Soul is an innovative agency, which has previously worked well with the MISSION Agency Innovation Bubble and will enable us to further expand our offering in the creative and customer experience space. Its psychology-led approach fits perfectly with our Clients need to understand their customers on a deeper level.”

Cullis added: “We are excited about joining Mission. We already share many beliefs and values. The entrepreneurial spirit and culture of collaboration makes the group a natural fit for us. We look forward to working with James and the team to integrate the business and support Mission in its growth journey.”