The deal creates a unique full-stack innovation consultancy, combining the strength of Label Sessions’ methodology and network of more than 500 experts – across disciplines ranging from cyber security to venture development – with hedgehog lab’s expertise in AI delivery and product design and development.

The new proposition will help organisations in sectors such as finance, travel, retail, and technology take big ideas from concept to pilot, all the way through to scalable, AI-enabled products more quickly and cost-effectively.

Label Sessions was founded in 2023 by Nick Sherrard and Maxine Mackie, who had previously worked together at Market Gravity, Deloitte, and the venture studio. It is chaired by Helen Page, the former chief marketing officer of Virgin Money. The business quickly grew to have operations across three continents – Europe, North America, and Africa – supporting household brand names such as Google, Mastercard, and Lululemon.

In addition to its Newcastle base, hedgehog lab has operations in London, Leeds, Edinburgh, and Sofia. In the two decades since its launch, the consultancy has grown substantially, achieving its best-ever quarter earlier this year, and working with brands ranging from Deliveroo and Under Armour to Aviva and AJ Bell.

In 2023, hedgehog lab secured a £6.3 million investment from BGF, the most active growth capital investor in the UK, and has achieved significant growth in the past three years.

Mr Sherrard, managing director of Label Sessions, said: “We want to be the ultimate sidekicks to leaders looking to make change happen. We’ve already shown that there’s a different way to do strategy in the biggest brands; now we want to bring more big ideas to the market faster.

“By coming together with hedgehog lab, we create something unique. Clients will get access to global expertise on-demand, side-by-side with world-class development teams proven to get products launched before it’s too late. As a combination, we can disrupt the market and, from our team’s perspective, have fun doing it.”

Malcolm Seagrave, managing director at hedgehog lab, said: “The acquisition of Label Sessions is a gamechanger for our business and clients, who will now gain access to a global network of more than 500 innovation experts, changemakers, and senior leaders operating at board and c-suite level. This enables us to offer innovation, global insights, and strategic thinking alongside hedgehog lab’s delivery and build capability. It also provides an excellent opportunity for both of our teams’ development as we continue to expand.

“We already know the two businesses have a fantastic cultural fit and we’re excited about achieving our shared ambitions, offering something very unique to the market.”