The Mission Group buys small GenZ agency Livity for £100k


AIM-listed Mission Group has acquired Livity, a youth focused creative business for a consideration of £0.1 million, to be satisfied in cash.

Based in Brixton, South London but working globally for its clients, Livity is the market leader in its space with over 20 years’ experience. 

Livity acquired

It works with leading brands to help them understand youth culture and enable them to engage with the next generation with purpose. 

Its Clients include Nike, Google, Footlocker, YouTube, NPSCC Childline, Dr. Martens & more.

Mission said the  acquisition will enhance its brand, strategy, creative and content capabilities, underpinning the Generation Z marketing offering across the Group.

Livity also provides a new route to next generation talent for the Mission.

Diverse by design, Livity’s innovative talent strategy is focused on young people and developing potential based on their skills and interests.

In the financial year ended 31 December 2020, Livity reported a gross profit of £1.1 million, however, it recorded pre-tax losses of £400,000 and as at 31 December 2020 had net liabilities of £600,000.

James Clifton, Chief Executive of The Mission Group, said: “I’m delighted to welcome our new colleagues at Livity into the Mission family.

“This latest acquisition is testament to our continued strategy to focus on exploring opportunities that further enhance our compelling infrastructure.

“Mission has a strong track record of acquiring, integrating and helping ambitious businesses to grow and expand to meet their true potential, both in the UK market and beyond. 

“Our Clients and prospects are acutely aware of the growing influence of Generation Z and are eager to explore how they can successfully engage with the youth audience. 

“Livity offers them unparalleled expertise and guidance and I look forward to working closely with the team as we embark on this exciting new phase of growth to realise Livity’s full potential.”

Alex Goat, Chief Executive Officer of Livity, said: “I am incredibly proud of the journey Livity has been on and we are excited to enter the next chapter.

“Mission’s focus on creativity, innovation and entrepreneurialism makes it a natural fit for Livity. 

“They understand that brands need to act with meaning and have actively embraced our purpose. We are looking forward to becoming part of Mission, exploring its brilliant network and planning the future together.”