Mission acquires behavioural sciences consultancy

Mission Group has bought psychological insights and behavioural solutions consultancy Innovationbubble.

Mission has strengthened its behavioural sciences capabilities with the acquisition of Innovationbubble (Photo: Getty Images)
Mission has strengthened its behavioural sciences capabilities with the acquisition of Innovationbubble (Photo: Getty Images)

Innovationbubble provides research and advice to help organisations better understand consumer behaviour and improve their marketing activity. Its clients include Asda, Aviva, HSBC, Diesel, SpaceNK and several pharmaceutical companies.

Financial details of the acquisition were not disclosed.

Mission has more than 1,100 people across 31 offices in the UK, US, Europe and Asia, with a combined annual revenue of almost £80m. Innovationbubble will work with Mission's agencies, which include PR firms Speed and Mongoose.

“I believe the COVID-19 pandemic will present exciting new opportunities for our business and this acquisition is early testament to our ambitions,” Mission Group chief executive James Clifton said.

“We are delighted to welcome the Innovationbubble team into Mission. 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.”

The application of behavioural sciences is increasingly common in marketing and communications campaigns, with several groups adding this capability.

Hill+Knowlton recently expanded its behavioural sciences offering with the launch of Habit+, which focuses on behaviour-change challenges as COVID-19 restrictions ease or new outbreaks occur.

Earlier this year, Engine PR agencies MHP and Mischief forged a partnership with behavioural sciences consultancy Influence at Work.

Mission was cited as one of the groups to watch in a recent analysis of mergers and acquisitions.

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