NEWS14 June 2023

MSQ to sell to private equity firm

M&A News North America UK

US – North American and European private equity business One Equity Partners is to acquire marketing company MSQ Partners.

Screengrab of MSQ website

Headquartered in London, MSQ Partners is an international group of agencies offering services across marketing communications and digital, including research, advertising, public relations and direct digital marketing.

The company was formed in 2011 from a management buyout and employs around 1,200 people in 13 offices globally. It works with clients in sectors including telecoms, financial services and consumer products.

MSQ is seeking to scale and expand its market presence and geographic reach, said the company’s chief executive Peter Reid, who added: “Additional resources provided by One Equity Partners’ expertise across the technology sector will allow us to build on our digital transformation and tech-enabled marketing and creative solutions foundations as large brands seek to further understand the customer journey and enhance the customer experience.”

The financial terms of the acquisition have not been disclosed.

One Equity Partners said the acquisition will serve as a platform for further consolidation within tech-based marketing solutions and digital transformation.

Joerg Zirener, senior managing director, One Equity Partners, said: “We are pleased to partner with MSQ to support the group in its goal of becoming an international digital transformation champion and a leading technology-based creative services and marketing solutions provider.

“MSQ is well-positioned to benefit from strong industry dynamics as customers engage more with businesses via digital channels and market dynamics reshape the advertising and marketing industry.”