VCCP Group, the global challenger network for challenger brands, today has announced the acquisition of Cowry Consulting, one of the world’s leading Behavioural Science consultancies. The acquisition forms part of VCCP’s accelerated growth strategy as it puts behavioural insight and data at the heart of its business model, further strengthening the Group’s business transformation positioning.
Cowry launched in 2015 with a specific focus on making FTSE and Fortune 500 companies as human as humanly possible. As the biggest business focussed behavioural science consultancy in the UK, Cowry combines innovative behavioural design and data techniques to bring conceptual designs to life. The acquisition will enable creative solutions that are based on how people actually think, helping to deliver more targeted and effective behaviour change programmes and campaigns and driving genuine business growth for clients.
The original team of Jez Groom, Will Saunders, Ziba Goddard and Raphy March set up the consultancy seven years ago, during which time the consultancy has enjoyed rapid success, growing to a team of 38 people which include behavioural scientists, psychologists, designers, researchers and data scientists. The award-winning practice services world-class clients across the financial services, retail, utilities and construction sectors applying cognitive psychology, behavioural economics, and neuroscience to their clients' businesses.
Cowry will continue their long-standing relationships with their existing clients, as well as supporting VCCP on the agency’s current and new opportunities.
Andrew Peake, Chief Executive Officer of VCCP London, 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.”
Jez Groom, Founder of Cowry Consulting, said: “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.”
VCCP Group employs more than 1,350 people across its 10 offices in Auckland, London, New York, San Francisco, Salt Lake City, LA, Sydney, Shanghai, Singapore, Madrid and Prague.