MSQ adds Brave Spark to growing agency network

Why has MSQ bought Brave Spark?

• In a statement, MSQ said it acquired Brave Spark, with which it already had a strategic partnership, to expand its production capabilities for clients and its other agencies.

• Peter Reid, chief executive of MSQ, said: “The disruption of daily lives across the world has changed audience relationships with media and brands, therefore marketers are increasingly asking for teams that can make the best possible decisions about content production and investments to deliver the most impactful consumer experience. This acquisition will unlock new areas of creativity and efficiency to do just that.”

• MSQ want to expand Brave Spark’s offering globally, following its own expansion into the US market in June. Reid said: “Brave Spark’s culture and values align perfectly with ours and they have the ambition and ability to grow quickly too. This is also something we believe we can help them achieve as part of a global, joined-up, agile marketing group.”

• Brave Spark co-founder Rob Drake said: “We’re really excited to bring Brave Spark into the MSQ group. It’s clear that MSQ is growing at speed and their ambition and entrepreneurial spirit echoes the approach we’ve taken to build Brave Spark. We’ve always worked together in clear and collaborative ways and that joined-up thinking makes the work better – which means this deal will help take Brave Spark to even greater heights and realize the biggest ambitions of our clients.”

• Robin Shek, Brave Spark’s other co-founder, said: “We started Brave Spark to help our clients tell bold, powerful stories that connect with customers on a more emotional level. This is exactly what MSQ does on a day-to-day basis, so being part of the group is only going to allow us to make those emotional connections even stronger. It’s the perfect fit for us and we can’t wait to get started.”

What does this mean?

• Brave Spark will work with MSQ’s wider team to develop its suite of proprietary tech, which includes ADA, a creative engine that aids the personalization of creative assets. The company said it intends to ”develop a best-in-class dynamic content offer, built around a fusion of data, in-house programmatic media and high-quality, high-volume content.”

• The deal is the third acquisition from MSQ in 12 months; last September it bought Be Heard Group, and in March this year it acquired digital agency MBA prior to a merger with Stack.

• Recent M&A activity in the UK has seen indie agencies consolidate and merge to form bigger entities. Last week saw the launch of Sidekick Group, the product of four previously independent agencies, and in August Leeds-based Home and IMA merged to create a ‘super integrated agency.’