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MSQ acquisitions continue with addition of design agency Elmwood


By John Glenday, Reporter

December 1, 2021 | 3 min read

Tech-focused marketing group MSQ has extended a recent run of acquisitions with the addition of Elmwood to its growing international footprint.


MSQ makes good on global pretensions with Elmwood acquisition

The New York and London-based design agency will be subsumed within a new global design agency spearheaded by MSQ that sees it merge with Holmes & Marchant, with the combined entity operating under the Elmwood banner.

The new Elmwood will number 200 global employees, adding Singapore and Shanghai to its international profile, with Paul Galeshoot serving as chief executive officer and Steve Gatfield acting as chairman.

Fusing Elmwood’s capabilities in consumer, global healthcare and corporate design with Holmes & Marchant’s in-house digital offer, the combined business will be able to draw upon MSQ’s tech capabilities to deliver enhanced insight and expertise for clients including Unilever, GSK, Danone and Mars.

Galeshoot said: “Elmwood shares the same ambition as Holmes & Marchant to be a key brand guardian for its clients in the development of powerful content that drives competitive advantage.

“The demand for content is outpacing supply. Brands truly need to stand out in a crowded marketplace. By combining forces, we’ve created a new agency model to help companies meet this demand and ensure their branded experiences are consistent and strategic across all channels.”

MSQ’s global chief executive Peter Reid, who plans to leverage Elmwood to break into the North American market, added: “What this acquisition does is bring together a marriage of equals to create a global design powerhouse. It’s a dynamic and exciting combination that has significant potential and furthers MSQ’s strategic aim of building multi-disciplinary agencies of scale in our four hubs.”

MSQ has undertaken no fewer than four acquisitions over the past 18 months, bringing its headcount to over 1,000, including Be Heard, Freemavens, MMT Digital, Brave Spark and Agenda21.

International Expansion Agencies Agency Models

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