Shares in The Mission Group plc dropped as much as 25% today before recovering slightly to finish 21% down.
The market reacted after the agency collective reported a swing from profit to a huge loss in its latest annual results.
The Mission Group issued a profit warning in January amid ‘macroeconomic uncertainty’. Today it said revenues fell 21% in 2025 to £68.8 million.
It swung from £2.9m profit before tax in 2024 to an £18.8m loss in 2025.
The firm, which in 2024 snubbed a £32m takeover from fellow listed tech agency group Brave Bison, said completions of some of its major projects have carried over into 2026, which has impacted FY2025 revenues.
Its market cap stands at exactly £13m approaching the end of Tuesday trading. The share price has dropped from around 50 pence in summer 2023 to 14.3p at the time of writing.
Net bank debt on 31st December 2025 was £9m, down from £9.5m a year earlier.
In January the group said it had appointed two new figures to its board and revealed a plan to make cost savings by consolidating its divisions following a strategic review initiated following the appointment of John Carey (pictured) as chief executive in September 2025. This includes the establishment of a single, unified B2C and B2B advertising agency.
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Former CEO James Clifton stepped down in November 2024.
The Mission Group said this morning it had increased annualised cost savings by another £4m. It pointed to continued strong client retention – over half of 2025 revenues came from clients of more than five years – while new client wins included Omega Watches, Beko, Farizon, easyJet, Bugatti, ABB Robotics and Wain Homes.
“The group showed resilience during a year characterised by change and challenging trading conditions,” said Carey. “While our FY2025 result shows the impact of client caution continuing into Q4, we maintained our impressive track record of client retention and continued to win new clients.
“This is a credit to our people and I would like to thank them for all their hard work and the outstanding results produced for clients during the year.”
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