LONDON, UK: The MISSION Group announced the acquisition of Soul, a leading customer engagement Agency.

Based in London, Soul is a full-service customer engagement Agency that works with psychologists to help businesses better understand human nature and human behaviour.

This means they can advise their clients, leading brands such as Genting, John Lewis Finance, Michael Kors and SSE, on what motivates and drives customer decision making.

Soul will sit in MISSION’s Brand Strategy, Creative & Content division, whilst providing specialist support across the Group’s international network of Agencies through the ‘MISSION Advantage.’ The acquisition enhances MISSION’s creative and customer experience capability, building on its breadth and depth of expertise to fit today’s Client challenge, which was outlined as a strategic priority in the Group’s interim results on 22 September.

James Clifton, Chief Executive of The MISSION Group plc, commented: “We have a strong track record of acquiring and integrating earning accretive businesses which build on our services, geographic reach and sector expertise.

Soul is an innovative agency, which has previously worked well with 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.

We remain focused on exploring further organic and acquisitive growth opportunities to further build on our compelling infrastructure.”

Mike Cullis, CEO and Founding Partner of Soul, said: “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.”

MISSION is a collective of Creative and MarTech Agencies led by entrepreneurs who encourage an independent spirit. Employing 1,000 people across 27 locations and 3 continents. www.themission.co.uk