MSQ eyes fresh growth by appointing first ever CMO

Tamsin-JamesInternational creative and technology agency group MSQ has appointed its first chief marketing officer to further evolve its proposition among clients, employees and other stakeholders as it embarks on the next phase of its growth strategy.

Tamsin James joins the group after four years as the head of brand and marketing for Shine for Women, a global consultancy aimed at accelerating gender equality.

Her appointment marks the first time in its 13-year history that MSQ has hired a CMO, and James will work closely with the MSQ executive team.

During her career, James has worked for some of the UK’s most respected creative and media agencies. She spent almost eight years at Maxus, where she became global head of agency brand and communications and oversaw comms activity during the business’ merger with MEC.

She then became global marketing director of the newly formed Wavemaker as a result of the deal, working across 88 markets.

James’ arrival follows consecutive years of rapid growth at MSQ. The group now has more than 1,200 people working across 11 agencies, and was recently ranked by Nielsen Ad Intel as the UK’s fastest-growing advertising holding company.

In June last year, MSQ was acquired by international private equity firm One Equity Partners, in a deal that enables the group to continue its ambitious expansion strategy delivered through new acquisitions, as well as organic growth.

Since the OEP deal, MSQ has launched a series of new services, including MSQ Commerce and MSQ Source, and helped some of its existing agencies launch in new markets, such as Smarts in Amsterdam and Brave Spark in New York. The group also became a B Corp last year, and agreed new partnerships with organisations including LinkedIn and InfoSum.

Last month, MSQ global head of marketing Matt Williams, who had been responsible for MSQ’s marketing activity since 2019, joined MSQ’s creative studio, Brave Spark, as its first dedicated new business and marketing director.

MSQ executive director Kate Howe said: “MSQ is constantly evolving and I couldn’t be happier to add yet more firepower to the group. Tamsin knows exactly what it takes to manage major agency brands and is expertly placed to tell the MSQ story as we enter another exciting new chapter.”

James added: “MSQ has quickly become one of the most interesting and forward-thinking agency groups and I’m really excited to join the next stage of the journey. The business is full of energy and ambition and brimming with new potential to unlock. I’m really looking forward to immersing myself in an agency environment again and working with such a well-respected leadership team.”

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