However, the final price paid for Bray Leino will be £32.5m if the agency meets its agreed growth targets. In the year to 31 December 2005 Bray Leino made an operating profit of £3.6m on a turnover of £42.4m.
The merger will give The Mission a combined turnover of £47.5m, with offices in Bristol, Leicester and Scotland. Combined operating profit from last year's figures is put at £4.1m.
Maude stepped down as chairman of Incepta, the firm behind Citigate Dewe Rogerson, after the firm was sold to Huntsworth last year (PRWeek, 11 March 2005).
FD London chief operating officer Tim Spratt and partner Charlie Palmer are leading the account.