The MISSION Group has announced the acquisition of global data science and digital analytics consultancy Mezzo Labs.

The London-based firm is the creator of Work That Counts, comprising a group of digital marketing and communications agencies delivering sustainable growth for its clients.

Mezzo Labs is a leading provider of innovative data services with over 16 years’ experience in data strategy and architecture, web analytics, CX analytics, marketing automation, insights generation, data science, Conversion Rate Optimisation (CRO) and personalisation.

Headquartered in London, the company also has operations in Singapore. The terms of the deal have not been revealed.

Working with global blue-chip clients – and with a strong presence in financial services – Mezzo Labs’ team of technology and data experts help brands to get the best from their existing data infrastructure, think faster using actionable insights, act smarter with the power of analytics and sell more to their customers.

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This acquisition signifies a further step towards achieving MISSION’s strategic and operational goals.

Through enhancing its service offering and expanding its capabilities within the data science and digital analytics space, MISSION is scaling its ability to target global businesses across a range of sectors.

James Clifton, chief executive officer of The MISSION Group, said: “Despite a challenging macro-economic backdrop, MISSION continues to commit to further developing our capabilities and client servicing offering through investing in ambitious brands like Mezzo Labs.

“Work That Counts is all about delivering a real business benefit from a client’s marketing spend and this latest acquisition will enable MISSION to provide clients with bespoke, data-driven digital marketing solutions to ensure long-term growth.”

Adrian Kingwell, founder and CEO of Mezzo Labs said: “Over the last 16 years we have helped digital marketers turn data into insights so they can deliver more personalised and effective marketing campaigns.

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“We are delighted to be joining The MISSION Group plc and its dynamic network of agencies to bolster the group’s digital analytics capabilities, drive global opportunities and offer a greater breadth of services for all our clients.”

MISSION is a collective of creative and MarTech agencies led by entrepreneurs who encourage an independent spirit.  They employ over 1,000 people across 28 locations and three continents.