Kent-based Reflect Digital becomes part of LAB Group

  • The Kent-based digital marketing agency, Reflect Digital, becomes the first agency to be acquired by LAB Group.
  • CEO, Becky Simms, says it will bring new opportunities and a team-wide understanding of human behaviour, supercharging the work it already does.
  • Reflect Digital will also move from their current office in Turkey Mill in Maidstone to Kestrel House in the heart of the county town from November 1st.

Reflect Digital has today announced it has been acquired by the London-based independent digital agency LAB, as part of its new group structure.


The Maidstone-based firm is the first agency to be acquired by LAB to form the new LAB Group, as part of an ambition to bring together a number of different digital businesses to build scale and offer clients a broader range of services.

All LAB Group agencies will receive training in LAB’s unique methodology which uses a blend of consumer neuroscience, psychology and behavioural economics to design, build and market digital brands and experiences. 
Reflect Digital employs 25 people and will add many complementary capabilities to the group’s offering, including SEO, PPC and analytics. Its clients include Egress Software Technologies, Betfair, ID&C, Simply Hops and Whitehead Monckton. 
LAB and Reflect Digital already share Sage Pay as a client, and the agencies will seek to take on more joint engagements in the coming months.
The two agencies also share similar ways of working, with both adopting a four-day working week for all staff in 2018.

Becky Simms, Founder and CEO at Reflect Digital, said: “We are so thrilled to have become part of the LAB Group. For both companies, the acquisition means growth, new opportunities and new skills. 

“I am personally excited about all three, we have a new lens to view our work through now.

“As a business, we’ve always been curious about understanding users more. So it made sense to join the LAB Group and learn about this from the best in the business. 

“The team at LAB are extremely advanced in consumer neuroscience and have tried and tested methods that we can adopt immediately.

“Both teams are upskilling based on the acquisition, and also taking steps to become industry leaders in search marketing, using our understanding of human behaviour and neuroscience to deliver world-class results.

“For clients, this is exciting as the team are just becoming more skilled.

“We have more services we can offer from a group perspective such as the use of biometrics to understand user experience. This means there is more opportunity to keep all services within one agency group rather than having multiple agencies in the mix.”

The move also sees Reflect Digital’s CEO, Becky Simms, take a seat on the board of directors at the LAB Group. 
Jonny Tooze, CEO of LAB Group, 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.”

LAB Group is raising further investment towards the end of 2019 as it looks to acquire more agencies in the future.

The announcement coincides with Reflect Digital signing a new lease for office space at Kestrel House in Maidstone. It will begin operating from there from the 1st November 2019.

Paul Simms, Chief Operating Officer at Reflect Digital, said: “We’ve experienced 7 years of consistent growth in our offices at Turkey Mill. 

“Starting here with just 5 of us and leaving as a team of 25. It’s amazing how much we’ve grown.

“The Kestrel House office, which is approximately double the size of our Turkey Mill office, will support our needs in the next exciting phase of our agency growth plans, where we expect to achieve an annual turnover of £4 million+ in the next 3 years.”

About Reflect Digital

Reflect Digital is a digital marketing agency specialising in SEO, paid performance marketing, creative design, development and gamification. Since its establishment in 2011, Reflect Digital has received many awards within the industry including 'Employer of the Year' for its dedication to creating an outstanding workplace culture. The agencies expertise in search marketing has gained award-winning recognition from prestigious judging panels such as The Drum and UK Search Awards. The agency works with brave businesses with growth on their agenda such as Betfair, South Western Railway and Egress Software Technologies.

About LAB

LAB is an award-winning independent digital agency with offices in Soho and Cape Town. Founded over 15 years ago, the agency has 55 full-time staff and many associates. With clients including Danone, Tipi, System 1 Group, The Guardian and Keith Prowse, LAB offers a full suite of digital services, uniquely mixed with a blend of consumer neuroscience, psychology and behavioural economics. LAB works with enterprise-level organisations to implement successful digital strategies and to design, build and market digital brands and experiences. Featured in The Drum’s Top 100 Independent Agencies, LAB was also named a ‘One to Watch’ in Econsultancy’s Top 100 Digital Agencies 2018.

For further information, please contact:
Joanna Earle, PR and Media Manager at Reflect Digital
Email: Office: 01622 728 800 Mobile: 07597 815 846 

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