Mission

What Mission does

The MISSION Group plc is an AIM-listed (LSE: TMG) group of marketing services agencies founded in 2006, operating a federation of branded creative, brand, digital, and marketing-technology (MarTech) businesses across ten locations on three continents with 800+ employees. The group operates brand-led subsidiaries spanning creative advertising (krow), PR and communications, content production, and data/analytics (Mezzo Labs), serving enterprise and mid-market clients with multi-disciplinary marketing solutions that integrate brand strategy with measurable commercial outcomes.

The group's revenue model is project- and retainer-based marketing services, sold primarily to UK-domiciled enterprise clients (98% of FY2025 revenue is UK-sourced). Service delivery spans creative campaign development, digital transformation, media planning, PR, and increasingly data and AI-enabled marketing analytics. The group is monetizing early AI capability through partnerships (e.g., AWS Agentic AI Specialisation, CDW) and has taken a strategic minority in QuiverAI, indicating a build-and-bolt-on approach to embedding AI across its agency offering.

FY2025 disclosed revenue of £68.8m represented a 21% year-on-year decline from £87.1m, with the group swinging from a £2.9m profit to an £18.8m loss before tax. The results reflect both cyclical pressure on UK marketing spend and the financial impact of the December 2024 divestiture of April Six (for up to £17.4m). With market capitalization below £13.4m and the share price falling to 31p, the equity is trading at a deep discount to revenue, signaling market concern about earnings durability and the credibility of the new management's turnaround plan under CEO John Carey.

Name

Mission

Legal name

The MISSION Group plc

Website

https://themission.co.uk

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

MISSION Group plc is an AIM-listed federation of creative and MarTech agencies with 800+ staff across 10 locations, delivering brand, digital, PR, and data-driven marketing services primarily to UK enterprise clients.

Ownership category

akta.pro rank

Product category

Marketing & Advertising Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Public Relations Agencies (54182)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Brand Campaign & Integrated Communications Agencies (MPAAAAAC)

Keywords

• Marketing services
• Creative agency network
• Digital marketing
• Brand strategy
• Marketing technology

Headquarters

HQ city

Filleigh

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Marketing Services and Agency Fees: MISSION generates revenue through its portfolio of creative, digital, and MarTech agencies providing integrated marketing services to blue-chip clients. Revenue is derived from professional services fees across brand, digital, social, experiential, PR, data, and technology disciplines. The group operates with a focus on client retention and cross-selling across agencies.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

The MISSION Group operates a Brand Performance Group of specialist creative, digital, content, PR, experiential, sports marketing, and MarTech agencies (e.g., Bray Leino, krow Group, Story, Speed, Livity, Soul, Mongoose Group, Mezzo Labs) that design and deliver integrated marketing campaigns and services for blue-chip enterprise clients across multiple sectors and geographies. Revenue is generated through retainer, project, and production engagements across the agency's combined service lines.

Product overview

MISSION Group operates as a holding company for a portfolio of creative and MarTech agencies rather than a unified product platform. The portfolio includes distinct agency brands (Bray Leino, krow Group, Story, Speed, Livity, Soul, Mongoose Group) offering creative, digital, experiential, and marketing services. The Group provides shared services through MISSION Made and MISSION Hubs network, enabling collaboration across subsidiary agencies while maintaining individual brand identities.

Differentiator

Problem solved

Functional benefit

Brands

• krow kinetic: Automotive and mobility marketing agency combining krow Group's experience with April Six Mobility's automotive expertise
• Mongoose Group
• Influence Sports & Media
• MISSION Hubs

Products and services

• Bray Leino (creative agency) Creative agency within the Mission Group providing brand and creative marketing services for clients such as Pukka Herbs.
• krow Group (marketing services) Group of marketing services agencies within the Mission portfolio delivering multi-discipline marketing services to clients.
• Story (content) Content agency within the Mission Group providing content production and communications services.
• Speed (digital) Digital agency within the Mission Group providing digital marketing services.
• Livity (youth marketing) Youth-focused marketing agency within the Mission Group delivering youth marketing and insight services.
• Soul (PR) PR agency within the Mission Group providing public relations and communications services.
• Mongoose Group (experience & sports marketing) Group of specialist agencies (including Mongoose Sports & Entertainment, Populate Social, ALIVE) providing experience, sports and social marketing services within the Mission Group.
• krow kinetic (events) Events agency within the Mission Group delivering experiential and event marketing services.
• Mezzo Labs (product innovation) Product innovation consultancy within the Mission Group providing product innovation and development services.
• Influence Sports & Media (sports marketing) Sports marketing agency within the Mission Group delivering sports marketing and partnership services.
• MISSION Hubs (content production) Content production hub within the Mission Group producing content at scale for group clients.
• MISSION Made (production) Production company within the Mission Group delivering production services for marketing campaigns.

Quantifiable outcome

• Over 50% of 2025 revenues came from clients of more than five years — indicating strong client loyalty and retention.
• +3 more outcomes

Named customers29 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• CDW CorporationcoreGTM or Marketing Partner · 3 December 2025MISSION, a CDW company, and CDW announced a multi-product solutions partnership in AWS Marketplace as launch partners. This collaboration enhances product offerings in hardware, software, and communication products, with a focus on the US market. The partnership enables Mission to leverage CDW's distribution capabilities for AWS-based solutions.
• Amazon Web Services (AWS)coreTechnology or Integration · 2 December 2025Mission, a CDW company, achieved the AWS Agentic AI Specialisation, recognising its expertise in deploying autonomous AI systems on AWS. This specialisation highlights Mission's focus on delivering production-ready AI solutions that automate complex business processes and generate measurable ROI for enterprise customers.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• WPP plc: The world's largest advertising and marketing services holding company, spanning creative, media, PR, and technology. Directly comparable to Mission's holding-company model of specialist agency brands serving global blue-chip clients, but at vastly greater scale and global reach.
• Publicis Groupe: Paris-based global marketing services group operating a portfolio of creative, media, and data agencies under one roof, including Leo Burnett, Saatchi & Saatchi, and Publicis Sapient. Comparable to Mission as a multi-agency group serving enterprise clients with integrated creative and MarTech.
• Omnicom Group: Global marketing and corporate communications holding company with networks like BBDO, DDB and TBWA plus PR, healthcare, and consultancy brands. Directly comparable portfolio model to Mission, but operating at substantially larger scale globally.
• Interpublic Group (IPG): US-listed advertising holding company operating McCann, MullenLowe, FCB, and media brands. Competes with Mission for similar creative and integrated marketing budgets from enterprise clients, with comparable multi-agency structure but materially deeper resources.
• Dentsu Group: Tokyo-headquartered global marketing services group offering creative, media, and customer experience management. Directly comparable as a multi-agency group with a strong focus on integrated marketing technology and data, similar to Mission's MarTech positioning.

Direct peers

• Havas: Paris-headquartered global communications group operating creative, media, and health networks. Closely comparable mid-to-large holding-company peer to Mission, with a similar integrated agency portfolio targeting blue-chip enterprise clients.
• Stagwell Inc. US-listed digital-first marketing services holding company built via acquisition of specialist agencies across creative, media, research and technology. Highly comparable hybrid model to Mission, with similarly aggressive M&A history and emphasis on MarTech.
• Next Fifteen Communications Group: London AIM-listed marketing and communications group operating specialist agencies across PR, digital, content, and brand. Closest UK-listed comparable to Mission by size, structure, and growth-by-acquisition model, often cited as a direct peer in marketing services.

Emerging players

• S4 Capital / MediaMonks: Sir Martin Sorrell's digitally-led marketing services group unifying creative, content, and technology under a single P&L. Comparable to Mission's strategic emphasis on integrated creative + MarTech, but at larger and faster-growing scale with global delivery.

Regional players

• Bray & Partners / Engine Group (Engine UK): London-headquartered UK marketing services group operating agencies across creative, media, and brand experience. Comparable as a UK-centred multi-agency group serving similar enterprise and brand clients, though structured more as a unified single brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-mission-marketing-group
• Instagraminstagram.com/themissiongroup
• Xx.com/themissiongroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A13 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mission