Following Lab's acquisition of Reflect Digital, a newly formed holding group structure has been created to allow the two agencies to will remain as separate agencies, under the name 'Lab Group.'
This is the independent agency's first acquisition since it was formed in 2003. Kent-based Reflect Digital specialises in SEO, PPC and analytics, boasting a client list that includes Betfair, South Western Railway and Egress Software - to add to Lab's client list that includes Danone, Tipi, and The Guardian.
Following the acquisition, Lab is to consolidate its marketing businesses under one umbrella - Lab Group - in order to build scale and offer clients a broader range of services.
As part of the integration process, Lab Group will give training to both Lab and Reflect Digital staff, to engrain Lab's methodology that centres on human behaviour and consumer neuroscience.
There will be a number of role changes as part of the restructure, Lab founder and chief exec Jonny Tooze will take the role as Lab Group chief executive, Lab's sales and marketing director Tom head will become group sales and marketing director and director of human technology and Daryll Scott will take on the role of group human technologist. Two other LAB executives have also been promoted to new positions: Rachel Howe has been promoted to group chief finance officer, and general manager Andy Mason will join the Lab Group board.
Discussing the business move, Jonny Tooze, said: "We’re delighted to announce Reflect Digital as our first agency acquisition, as we embark on a new phase in our evolution and become Lab Group.
"With capabilities which are complementary to ours and shared cultural values, it’s the perfect match and will enable us to further strengthen and differentiate our offering for clients and help us meet our number one aim - delivering great work.”
Adding to this, Becky Simms, founder and chief executive at Reflect Digital, said: “We are so excited to have joined LAB Group. For us, it brings new opportunities and a team-wide understanding of human behaviour, allowing us to supercharge the work we do.
"Watching our teams work together on projects has been so inspiring as both agencies have so much to offer, I cannot wait to see what the future holds for us and our clients. One thing for sure is you should watch this space!”
Also this week, Lab features in The Drum's mini-documentary on the impact that the business had on introducing four-day weeks.