MBAstack, the agency which has its roots in the tiny streets of London’s Fitrovia, is moving up to New York’s Fifth Avenue as part of parent company MSQ’s plans to bring further creative, data and tech expertise to its North America hub.
Formed from the 2021 merger of Stack (launched as Clark Mackay Walpole in the mid-Nineties) and MBA (set up 1994 as Maher Bird Associates), MBAstack will launch its US operation with clients Reckitt, Dartmouth College and CFA Institute. Its UK clients include Royal Mail, Peugeot, Virgin Red, Visit Britain, Three UK’s Smarty, Visit Britain, Cancer Research UK, Hofmeister, and Sonova.
The move follows a series of MSQ client wins in North America, offering brands a local presence to support its US capabilities. MBAstack New York will offer standalone agency expertise where appropriate, as well as working as part of a wider integrated MSQ team.
MBAstack New York will be spearheaded by Nicola Nimmo, in addition to her current role leading the UK shop. She will be supported by new employees in the region, as well as MSQ’s existing 150 strong multi-disciplinary team in New York.
Jack Gallon will act as executive creative director across both territories. James Middlehurst will remain in his role as managing director of MBAstack, overseeing UK and other international clients such as Interflora, Sonova and Royal Mail.
MSQ created MBAstack in March 2021 following the group’s acquisition of MBA, joining it up with existing shop Stack to create a 50-strong agency in the UK. The new entity has since gone from strength to strength, winning new business from clients including adding new data and tech capabilities and growing to more than 65 people.
MBAstack chairman and chief executive Stephen Maher said: “We are absolutely delighted to be bringing all the award-winning customer experience marketing capabilities of MBAstack to the US. I’m excited for us to be even closer to all our existing US-based clients – as well as sharing our thinking with new brands across North America – all powered by the might of MSQ.”
MSQ now has six agency brands operating in North America across its New York and San Francisco offices, incorporating The Gate New York (creative), Stein IAS (B2B marketing), Elmwood (branding and design), Smarts (PR and creative) and, most recently, Walk-In Media (full-service media), which launched in New York in February.
MSQ also has a wider group offer, MSQ North America, which joins up staff from across the MSQ group, creating bespoke teams to help clients solve complex business challenges and get closer to customers.
The group launched MSQ North America last year, hiring Deloitte Digital’s Aaron Lang as president and Heat’s Justin Cox as chief strategy officer, and recently appointed Lisa Leone as chief creative officer.
MSQ global chief executive Peter Reid said: “MBAstack has thrived since we brought MBA and Stack together last year, offering a unique set of capabilities and joined-up thinking that helps our clients get closer to customers.
“As more opportunities open up in North America as well as the UK, I’m delighted that we’re able to bring MBAstack to New York, to provide a strong local service for our clients.”
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