**Summary**
The Mission Group PLC, a collective of Creative and MarTech Agencies, reported its final results for the year ended 31 December 2025. Despite a challenging market environment, the company demonstrated resilience, maintaining strong client retention and winning new clients like Omega Watches and easyJet. However, overall financial performance was impacted by macroeconomic uncertainty, leading to extended sales cycles and restricted budgets.
**Financial Highlights**
* **Revenue Decline** Total revenue decreased by 21% to £68.8 million compared to £87.7 million in 2024.
* **Profitability** Headline operating profit fell by 44% to £5.1 million, while reported profit before tax resulted in a loss of £18.8 million.
* **Debt Reduction** Net bank debt decreased slightly to £9.0 million, and total debt, including acquisition liabilities, significantly reduced to £10.4 million.
**Strategic Initiatives**
* **Simplification** The company established a unified B2C and B2B advertising agency, streamlining operations and improving efficiency.
* **Prioritization** Focus shifted to leveraging the simplified model, driving new business performance, and evolving offerings to meet client needs.
* **Investment** Targeted investments aimed at capitalizing on strengths, expanding geographically (particularly in the US), and maintaining technological leadership through AI.
* **Cost Savings** Identified annualized cost savings of £4.0 million, supporting future growth and reinvestment.
**Board Changes**
* John Carey appointed as Group CEO, Claudine Collins as Non-Executive Director, and Jon Kempster and Emma Wright as Non-Executive Directors post year-end.
**Outlook**
* Trading in the first months of 2026 aligned with expectations.
* The company remains cautious about the challenging trading environment and macroeconomic backdrop.
* Focus on executing strategic priorities, driving growth, and returning to a positive net cash position.