NEWS17 January 2023

Cowry sells business to VCCP

Behavioural science M&A News UK

UK – Advertising agency network VCCP has acquired London-based behavioural science consultancy Cowry.

VCCP and Cowry leadership team

Founded in 2015 by Jez Groom, Will Saunders, Ziba Goddard and Raphy March, Cowry works with clients in the financial services, retail, utilities and construction sectors, applying cognitive psychology, behavioural economics and neuroscience.

The company’s 38 staff, including behavioural scientists, psychologists, designers, researchers and data scientists, will join VCCP Group.

Through the acquisition, VCCP aims to put behavioural insight and data at the centre of its business model. By buying Cowry, the company hopes to ensure that its creative solutions are based on how people think and produce more targeted and effective campaigns and behaviour change programmes.

Following the acquisition, Cowry will continue its relationships with existing clients and work with VCCP on the agency’s current client base and new business.

VCCP employs around 1,350 people based in 10 offices in Auckland, London, New York, San Francisco, Salt Lake City, LA, Sydney, Shanghai, Singapore, Madrid and Prague. 

The financial terms of the deal have not been disclosed.

Andrew Peake, chief executive officer, VCCP London, said: “Behavioural science has 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.”

Jez Groom, founder of Cowry Consulting, added: “We’re excited at the prospect of bringing behavioural science to life through one of the most creative groups in the world. 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.”