The Brixton-based youth-focused creative business Livity has been bought by Mission Group, a group of creative agencies, for £100,000.
Mission Group said Livity, whose clients include Nike, Google, Footlocker and Dr Martens, will enhance its “brand, strategy, creative and content capabilities”, and support its “Generation Z marketing offering”.
In the financial year ended 31 December 2020, Livity, based in Piano House on Brighton Terrace, reported a gross profit of £1.1m and had net liabilities of £600,000.
Mission chief executive James Clifton said the acquisition was part of a strategy to enhance the group’s infrastructure.
Livity began life more than 20 years ago. One of its first commissions was to produce a magazine for Lambeth Youth Council.
Livity will remain a standalone agency, becoming the 17th in the Mission Group, which said it intends to invest further in the company to help it grow and reach its full potential.
Livity will be managed by another Mission agency, krow.
Mission said that, as well as its creative work, Livity would also provide “a new route to next generation talent” for the group.
“Livity has always championed early-stage careers, through its own network and by running talent programmes across the creative industries,” it said.
“As the pioneer of purpose-led agencies, Livity measures and reports on its own social impact, including aligning much of its work to six core UN Sustainable Development Goals.
John Quarrey, group CEO of krow, said: “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 a youth audience in the most meaningful way.
“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: the work we make, the impact we consistently demonstrate and the passionate team that we have.
“We have spent 20 years innovating in culture and driving positive change for the next generation and are excited to enter the next chapter with Mission.
“Their focus on creativity, innovation, entrepreneurialism and purpose makes it a natural fit for Livity. We are looking forward to scaling our impact and ambition with Mission.”
Before acquiring Livity, Mission employed more than 1,000 people in 28 locations in Europe, Asia and the United States. It has offices in 15 different UK locations.