MSQ appoints ex-Merkle chief to spearhead B2B drive

International creative and technology agency group MSQ is continuing to beef up its senior team by recruiting former Merkle chief Bob Ray to lead its B2B growth strategy.

Ray, who was CEO of agency services at Merkle B2B, helped to grow revenue from $50m to $250m in four years and was responsible for a team of 1,200 worldwide, serving clients including Cisco, JPMorgan and Amazon Web Services.

He joined the business following Merkle’s acquisition of DWA, where, as global CEO, he helped boost the headcount from 50 to 200 in two years.

Based in New York, Ray joins as executive chairman of global B2B agency Stein IAS, as well as MSQ B2B, the group’s broader, multi-disciplinary offering. Ray assumes the responsibilities of Stein IAS’ CEO Rob Morrice, who is retiring.

Ray also will work closely with MSQ’s board in building its B2B division through organic growth and by acquisition. He will report to MSQ executive director Kate Howe.

At Stein IAS, Ray will work closely with the current management team, including chairman and chief brand officer Tom Stein, who will continue to build the agency’s brand and presence, and chief client officer Craig Duxbury, who leads client and commercial teams. Key Stein IAS clients include Juniper Networks, Deloitte and Lexmark.

MSQ CEO Peter Reid said: “There’s tremendous energy in the B2B space and this will only grow going forward. There’s a commensurate opportunity right now for an agency and group to step forward and lead in this space. By fusing insight, research, creativity, media, technology and data – from brand to demand – Stein IAS and MSQ can make this aspiration a marketplace reality under Bob’s leadership, and can do so with speed.

“Rob Morrice has made a massive contribution to the Group over his 30-odd years with the business. I would like to personally thank him for all he has done and wish him a long and happy retirement.”

Ray commented: “I’ve watched Stein IAS and MSQ with interest and admiration over the years and like the trajectory the business is on, its operating model, the team and its ambitions.

“Stein IAS celebrates its 50th anniversary in 2023. There are not many, if any, B2B agencies that literally have paced the evolution of the category and that are better placed to seize the mantle of B2B agency leader. As part of MSQ B2B, we have the full range of competencies to drive predictable performance for the largest brands in the world.”