Townsend (pictured, right) as been chief executive of Stagwell in Emea and global chief executive of the group’s Brand Performance Network of agencies since 2021.

He joins MSQ in the week commencing 19^th October with responsibility for the company’s day-to-day leadership and global agency growth.

Reid (pictured, left), who co-founded MSQ over 15 years ago, will now focus on the group’s overall strategic direction.

MSQ acquired The Forge in 2025 and merged it with its sister insight and strategy business Freemavens earlier this year. The business offers consulting services including foresight and growth strategy.

MSQ works with clients including Diageo, Chase and the AA.

Peter and James will work together during a transition period, supported by MSQ’s non-executive chair Charles Courtier, chief operating officer Dan Yardley and its executive directors.

James Townsend, incoming group chief executive, said: “The opportunity ahead is significant. I see a growing market. MSQ has a connected structure, world class talent and an AI platform in Assist that is creating material advantage for modern marketers.”

Peter Reid, incoming executive chair, said: “James brings the energy, experience and vision that we need to accelerate the next chapter of growth and I am delighted that we have attracted him to MSQ.”