Data and tech driven agency group MSQ has acquired New York-based creative agency SPCSHP, in a move which more than doubles its presence in the US, and accelerates its ability to deliver agile, multi-disciplinary solutions for clients that fuse data, tech and creativity.
MSQ’s ambitious international investment strategy is backed by leading private equity groups One Equity Partners and LDC as it creates hubs of scale in North America, the UK and Europe.
Previously known as Big Spaceship, the deal will give the agency access to MSQ’s global network of agencies, allowing it to provide a broader set of marketing solutions to its roster of Fortune 100 brands and better position itself for growth.
Founder and chairman Michael Lebowitz and CEO Ranae Heuer (pictured) will continue to lead SPCSHP as part of MSQ’s US team, with the agency’s 140 colleagues joining MSQ’s 1,200 colleagues operating across 13 global offices.
MSQ global CEO Peter Reid said: “SPCSHP is a shining light in the US, and its success is of huge credit to Michael, Ranae and the team. They have consistently delivered innovative creative work, executing integrated campaigns for their long-standing brand partners to a wide audience. The agency’s increasing scopes of work and recent wins are a testament to their value in the industry, and we’re delighted to have them as part of our group.”
Founded by Lebowitz almost 25 years ago, it is claimed that SPCSHP is one of the US most successful digital creative agencies. It recently became Dairy Queen’s US creative agency of record and has held a similar position with JP Morgan Chase and Starbucks for five and seven years respectively. SPCSHP has also worked with Google for more than 15 years, setting the standard for long running brand and agency relationships in an ever-changing industry. Other clients include PepsiCo and Early Warning Services.
Lebowitz said: “SPCSHP represents most of my professional life and nearly half my life overall. I’m massively grateful to the many people who helped build it to what it is today. As we began considering who to partner with for our next phase of growth last year, MSQ emerged as the clear choice. I believe Peter and his team have the right alchemy of ambition and creativity to open up a world of opportunity to our clients and our crew.”
Acquiring SPCSHP marks the latest move in MSQ’s US expansion plans and increases annual revenues in North America to $100m. In the past two years, Smarts (PR and creative), Brave Spark (creative production agency), MMT (web and digital product development) and Walk-In Media (full service media) have joined established US sister agencies The Gate (creative and CRM), Stein IAS (B2B media) and Elmwood (branding and design) under the MSQ portfolio.
North America president Aaron Lang, who oversees MSQ’s US operations, will work closely with Lebowitz and Heuer. He said: “This acquisition really ignites our growth in the U.S. and what solutions we’re able to deliver to clients. We are excited about the future opportunities stateside and across the globe that we can unlock with SPCSHP as part of the MSQ family.”
The terms of the deal have not been disclosed.
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