Mongoose merges three agencies under new global vision

Mongoose has merged Mongoose Sports & Entertainment, Populate Social, and Singapore-based experiential agency ALIVE into one global agency model, marking a major shift in how it delivers brand engagement across markets.

The newly unified agency spans social media, influencer marketing, experiential events, PR, sponsorship activation and commercial strategy. It will also work with clients including Under Armour, The North Face, NFL, Chelsea FC, Merlin Entertainments, Changi Airport Group, New Balance and Bupa. It operates across the UK, US, Asia Pacific and the Middle East.

At the centre of the restructure is a new positioning: 'The unfiltered perspective'. The philosophy draws on a combination of bespoke consumer panels, behavioural data and audience-first creative to shape campaigns rooted in real human insights, not just metrics.

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The agency now operates across five core divisions, each designed to work seamlessly together to deliver integrated, high-performing campaigns.

The experiential division leads on immersive brand experiences, from large-scale events to bespoke hospitality programmes that drive engagement in real life. Meanwhile, the communications arm focuses on PR, reputation management and storytelling, helping brands shape narratives that resonate with media and consumers alike.

The commercial team, on the other hand, handles sponsorship strategy, rights representation and deal negotiation, connecting brands with the right opportunities to maximise impact and ROI. The social division delivers across paid media, organic content, influencer marketing and social search, offering end-to-end expertise in social-first brand building.

Finally, the studio division brings together creative strategy, ideation, design, content and production to craft campaigns that are visually powerful and insight-driven. Dedicated consulting and performance media teams support each division to ensure work is both creatively driven and performance-led.

Meanwhile, Influence Sports & Media will continue to operate under its own name as part of the group. Known for its specialism in high-tech and premium sports, it brings deep expertise across Formula 1, motorsport, sailing and cycling, and works with major brands, rights holders and teams.

“We don’t believe in labels,” said Chris O’Donoghue, CEO of Mongoose Group (pictured far left).

“We believe in people. We build communities who give us the unfiltered perspective on the world around them. It’s insight with soul and when you pair that with the best talent across social, experiential, commercial and strategy, you get something truly powerful," he added. 

Mongoose's recent merger of the three agencies aligns with a broader trend in the marketing and communications industry, where leading players are consolidating to offer more integrated, cross-discipline solutions. This shift mirrors similar moves, such as Clemenger BBDO’s merger with CHEP Network and activation agency Traffik, and Publicis Groupe's unification of Leo Burnett and Publicis Worldwide.

Similar to Mongoose, both Clemenger and Publicis are focusing on unifying creative, media, digital, and experiential capabilities to better serve the evolving needs of global clients. These strategic consolidations highlight the growing demand for agencies that can deliver a seamless, full-service experience across multiple platforms, bringing together creative innovation, data-driven insights, and strategic execution under one roof.

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