- The Mission Group
- 24 March 2026 09:16:10
Source: Sharecast
Total revenue fell 21% to £68.8m in the year ended 31 December, while headline operating profit dropped 44% to £5.1m.
The AIM-traded group reported a pre-tax loss of £18.8m, compared with a profit of £2.9m in 2024, reflecting a combination of weaker trading and non-underlying items.
On a continuing operations basis, revenue declined 8% to £68.5m and headline operating profit fell 34% to £5.1m, with margins contracting to 7.4% from 10.3%.
Headline profit before tax decreased 39% to £3.0m, while headline earnings per share fell to 2.0p from 3.7p.
Reported pre-tax losses from continuing operations totalled £16.0m, compared with a profit of £2.0m a year earlier.
The group said performance was impacted by client caution amid a challenging macroeconomic backdrop, which led to extended sales cycles, slower decision-making and tighter marketing budgets.
Despite that, it highlighted strong client retention, with more than half of 2025 revenue generated from clients of over five years, alongside new client wins including Omega Watches, Beko, Farizon, easyJet, Bugatti, ABB Robotics and Wain Homes.
Mission said it had undertaken a strategic review following the appointment of John Carey as chief executive in the second half of the year, aimed at simplifying operations and improving long-term profitability.
Measures implemented include the creation of a unified B2C and B2B advertising agency, increased focus on integration and efficiency, and targeted investment in technology, including artificial intelligence, as well as expansion opportunities in the US.
The group said it had also identified additional annualised cost savings, bringing the total to £4.0m, which it said would support margin improvement, profit growth and cash generation over time.
Net bank debt reduced to £9.0m from £9.5m, while total debt fell to £10.4m from £14.2m, reflecting strong cash conversion and a focus on deleveraging.
Looking ahead, Mission said trading in the opening months of 2026 had been in line with expectations, although it remained cautious given the uncertain macroeconomic environment.
“The group showed resilience during a year characterised by change and challenging trading conditions,” said chief executive John Carey.
“While our 2025 result shows the impact of client caution continuing into the fourth quarter, we maintained our impressive track record of client retention and continued to win new clients.
“After completing an extensive review of the group's structure last year, we entered 2026 with a strengthened operating platform and clear set of strategic growth priorities.
“Furthermore, the increased annualised cost savings we identified have further bolstered our position, providing greater flexibility to support our investment decisions in the year ahead.
“This gives us confidence as we begin our next chapter of growth.”
At 0846 GMT, shares in Mission Group were down 20.22% at 14.36p.
Reporting by Josh White for Sharecast.com.
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