VCCP acquires behavioural science consultancy

Clockwise from far-left: Michael Lee, Will Saunders, Raphy March, Andrew Peake, Jez Groom and Ziba Goddard
Clockwise from far-left: Michael Lee, Will Saunders, Raphy March, Andrew Peake, Jez Groom and Ziba Goddard

Cowry Consulting was set up in 2015 and works with brands across the globe, including HSBC, Sky, Tesco and Sainsbury's.

VCCP Group has bought behavioural science consultancy Cowry Consulting for an undisclosed sum, an acquisition it said further embeds insight and data into the business.

London-based Cowry launched in 2015 with a mission to make FTSE 100 and Fortune 500 companies as "human as humanly possible" and has a client list that includes HSBC, Sky, Tesco, Co-op, Sainsbury's, EDF, TUI, O2 and Legal & General.

VCCP said the acquisition it part of its "accelerated growth strategy" and will help it put "behavioural insight and data at the heart of its business model".

Cowry's founding team of chief executive Jez Groom, chief operating officer Will Saunders, chief consulting officer Ziba Goddard and chief design officer Raphy March will continue to lead the business as it becomes integrated into VCCP.

Effectively, Cowry will act as the behavioural insight/research and data practice of VCCP, allowing the group's various agencies – spanning 10 offices in cities including London, New York, LA, Sydney, Shanghai, Singapore and Madrid – to tap into the expertise of its behavioural scientists, psychologists, designers, researchers and data scientists.

The business will continue to work on its existing client base, in addition to supporting VCCP on existing and new client opportunities.

Cowry's staff of 38, including the leadership team, will move into VCCP's offices in London.

Andrew Peake, VCCP London's CEO, said: "Behavioural science is at the beginning of its journey as a discipline but it's already proven invaluable in helping businesses transform consumer and colleague behaviour.

"Its value is in helping clients to tackle some of the biggest perennial challenges to achieve commercial outcomes and we couldn't be more delighted about Cowry bringing their unique capabilities into the VCCP family."

Michael Lee, Chief Strategy Officer of the VCCP Partnership, added: "Cowry are the absolute best in the business. They transform their clients' fortunes in so many ingenious and proven ways. They have an outstanding challenger mindset which makes us a brilliant cultural fit for each other and are packed with exceptionally talented people."

Groom said he was "excited at the prospect of bringing behavioural science to life through one of the most creative groups in the world".

He continued: "Behavioural science is now playing a key role in the growth of brands and businesses and VCCP Group will accelerate our influence and impact within organisations."

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