After 18 months of collaborating on a range of projects for Al Jazeera, ECB, Kellogg and WWF, UK-based marketing agency Kids Industries has merged with strategy and insights firm The Little Big Partnership to form one combined company.

The new entity, which will remain named Kids Industries, will continue to provide marketing campaigns, creative, digital, new product development, strategy and research services to a global client base.

With offices in London and Cape Town, Kids Industries was founded in 2002 by husband and wife Jennifer Blows and Gary Pope. The new company will see Pope at the helm of the new business as CEO, while Little Big Partnership founder Maurice Wheeler will serve as chief strategy officer. Blows will take on an increased role as COO, and Little Big Partnership’s research and insights head Jelena Stosic will become head of research. Meanwhile, Raj Pathmanathan will remain on as creative director, and Matan Uberstein as CTO.

Founded in 2012 by Wheeler and Jens Bachem, The Little Big Partnership’s clients have included Google, Disney, Lego and the BBC.