MSQ combines three agencies for global DX business

MSQ, the tech, data and creative agency group, is combining three of its agencies – 26 DX, MMT and UDG – to launch what it claims is the world’s first digital impact company, which will measure success by client outcomes, not deliverables.

MSQ DX brings together over 500 staff across the UK, Europe and the US under the ethos that organisations stand or fall based upon their digital experience

Ultimately the agency aims to redefine how brands approach digital transformation by making commercial impact the primary measure of success with a singular belief that organisations can only thrive if their digital experiences create the requisite business impact.

The offering brings together expertise with a fundamentally different approach to digital experience. Rather than measuring success by deliverables, MSQ DX measures it by client outcomes – translating digital experiences into revenue growth, operational efficiency and competitive advantage.

With a 25-year track record in creating digital experiences, MSQ DX maintains it brings together proven expertise with a sharpened focus on designing revenue-generating digital products, creating experiences that convert and retain customers, and accelerating transformation through senior-led expertise combined with AI-enabled delivery that keeps clients future-ready.

Beyond delivering digital experiences, MSQ DX also partners with clients to fundamentally reimagine their offerings and operations through strategic AI integration. Guiding them through the process of reengineering business models, transforming workflows, and embedding AI capabilities that create sustainable competitive advantage across their entire organisation.

MSQ DX’s global leadership team comprises Rebecca Crook, chief executive of MSQ DX UK and Florian Frey and Mathias Reinhardt, managing partners of MSQ DX Europe.

Together they will oversee £50m revenues and a client list that includes Porsche, Bosch, Vodafone, BCG, Vaillant, CFA Institute and Caesars Entertainment. Crook was previously CEO of MMT and 26 DX, Frey and Reinhardt were managing partners of UDG.

With its global scale and deep agnostic technology capabilities it is claimed that MSQ DX will serve major clients with the agility to deliver at market speed.

In their previous agencies, they have delivered proven impact across B2C and B2B audiences in sectors such as automotive, manufacturing, telecommunications, hospitality and travel.

This, it is claimed, enables the company to bring best-practice innovation from one sector to another, translating proven digital strategies into measurable commercial outcomes regardless of market complexity.

Rebecca Crook said: “In today’s market, organisations live or die by their digital experience. But many struggle to connect digital investment to business outcomes – a key consideration for senior digital leaders and their boards.

“MSQ DX exists to bridge this gap through a fundamentally different approach: we only create and build solutions that help our clients increase revenue and/or drive operational efficiencies. We’re proud to say: if we can’t measure the impact, we don’t build it.”

MSQ executive director Ben Rudman added: “The formation of MSQ DX is strategically aligned to where the market is moving. Complex organisations are moving beyond digital experiments that can’t prove their value.

“They need partners who can deliver enterprise-scale transformation, with local agility, and the precision to show exactly how digital investment translates to business performance. Bringing together MSQ’s three leading digital agencies as one establishes a global footprint with enterprise-scale capability.”

The launch builds on MSQ’s position as one of the fastest-growing global creative, media and technology groups, with 1,850 people across 24 offices in Europe, North America and Asia.