VCCP Group has acquired behavioural science consultancy, Cowry Consulting. VCCP said the acquisition forms part of its 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 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. VCCP said 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, including 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 its clients businesses.

“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,” said VCCP London CEO, Andrew Peake. “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.”