MSQ

Leading independent integrated marketing services group in the UK, positioned as an agile alternative to traditional holding companies

MSQ (formerly MSQ Partners) is a London-headquartered integrated marketing services group that brings together a portfolio of specialist agencies spanning brand strategy, creative, CRM, digital, media, and technology. The group operates with a 'connected agency' model, enabling clients to access complementary capabilities across its member agencies without the bureaucracy of a traditional holding company. MSQ's agencies include the likes of Freemavens (data and analytics), Smarts (PR and social), Oliver (in-house agency solutions), and several others, collectively serving major brands across sectors including FMCG, financial services, automotive, and technology. MSQ positions itself as an alternative to the large traditional holding groups such as WPP, Publicis, and Omnicom, offering greater agility, integration, and entrepreneurial culture. The group has grown significantly through both organic growth and strategic acquisitions, building a network of agencies that can collaborate fluidly on client briefs. Its data and technology capabilities are increasingly central to its proposition, helping clients navigate complex consumer journeys and measure marketing effectiveness. In the AdTech and MarTech ecosystem, MSQ is notable for its emphasis on connected data, insight-led creative, and performance marketing. The group serves a mix of mid-market and enterprise clients, with a strong presence in the UK and growing international footprint. MSQ has attracted private equity backing and continues to expand its capabilities through acquisitions, making it a significant independent player in the UK marketing services landscape.