When MCI UK and Meet & Potato announced their merger in April 2025, it marked the end of a two-year courtship.
Now, with the merger process well underway, Meet & Potato CEO Jon Kelly and MD of MCI UK Charlee Gough (both pictured) explain what it has been like – and why the two cultures are blending well so far.
MCI UK, part of the global MCI Group network spanning 31 countries, specialises in engagement marketing. Meet & Potato, the Liverpool-based creative agency founded by Kelly, has built a reputation for immersive and experiential brand experiences.
What’s it like in the build-up to a merger?
“There’s quite a lot of run-up to a merger,” explains Jon Kelly, founder and CEO of Meet & Potato. “We spent a long time getting to know each other – understanding our values, ways of working and whether our cultures could genuinely blend. I knew what I was doing was right. Every step felt considered and every touchpoint since has just reinforced that belief.”
For Charlee Gough, managing director of MCI UK, the partnership represented a shift in thinking. “I was very resistant to mergers initially. I wanted to grow the UK office organically. But then I met Jon – and it just clicked. The more we talked, the more I understood what the right fit could look like. It came down to culture. Finding people who shared our values and would do the best for the business.”
Kelly added: “What’s stood out to me is how naturally the teams are starting to connect.”
The integration approach has been somewhat relaxed. “We’re not forcing it,” Gough explains. “We’re creating space for people to connect naturally – whether through shared meetings, joint planning or upcoming social touchpoints.”
A summer team gathering is planned to cement relationships. “Events people are social people,” says Kelly. “Give them a moment to come together and the bonds will form.”
The seasoned industry leaders learning from one another
The agencies’ leaders report that they have a strong relationship. “Jon’s industry knowledge is incredible,” says Gough. “He’s helped me see how to let go more. I’ve always found that hard – but he gets it. He’s someone I can trust completely.”
Kelly, whose leadership approach was shaped by working with long-time colleague Karen Clarkson (managing director at Meet & Potato) sees similar potential. “Karen and I have worked together for 17 years – we’ve built a really strong, intuitive working relationship,” she said.
“And what’s been amazing is that I’ve felt that same dynamic beginning to form with Charlee. She’s sharp, focused, commercially minded and knows exactly what needs to be done.”
Gough explained that the team is already feeling the benefit. “The added creative firepower and on-the-ground experience have already made a difference internally.”
Kelly added: “We’ve got a broader mix of voices in the room now. It’s changing how we approach things day to day.”
A positive client response so far
“Clients are excited,” said Gough. “They’re seeing new faces, new energy and new ideas. That’s already making an impact – particularly for some long-standing clients who are welcoming the chance to refresh their programmes and bring in different perspectives.”
Kelly sees significant opportunity ahead. “We’ve only just begun to tap into what’s possible. There’s huge opportunity within our existing client relationships to deliver even more.”
Global reach meets local expertise
What does success look like for Gough? “Full integration,” he said.
“People working across offices, on a variety of projects. Feeling fulfilled. Being the agency our clients don’t want to leave. Because why would they? We want our teams to feel stretched in the right way.”
Kelly added: “Success means confidently being able to say ‘yes’ to any brief. We’ve got a bigger team, a broader set of capabilities and the backing of a global network. That’s huge. The little black book just got a whole lot bigger.”
“Global-local blend”
With MCI Group’s international reach, the combined team now has access to specialist expertise from strategy and experience design to digital innovation, association management and sustainability.
“We can tailor for any sector, any scale,” Kelly said. “And more importantly, we can do it with heart, creativity and precision. That kind of global-local blend is rare – and it’s our unique strength moving forward.”
One sentence by Jon Kelly sums up attitudes to the merger: “culture fit is everything”.
