Digital marketing and communications group The MISSION Group plc has acquired global data science and digital analytics consultancy Mezzo Labs, with the support of Birmingham law firm Shakespeare Martineau.

Mezzo Labs is a leading provider of innovative data services with more than 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.

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.

Working with global blue-chip clients – and with a strong presence in financial services – Mezzo Labs' team of technology and data experts helps 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.

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 CountsTM 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.”

Acting on behalf of AIM-listed The Mission Group Plc, Shakespeare Martineau undertook due diligence, negotiated the legal documentation and project managed the acquisition.

The Shakespeare Martineau team included partner Michael Stace, solicitor Joshua Dyal, associate Stewart Argo and partner Victoria Bovington.

Michael Stace, who led the deal, said: “As experts in tech and fast growth businesses, we were thrilled to work on this deal. Despite headwinds, the M&A market seems buoyant, particularly in digital markets.”

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