MSQ hands advisory role to global 'guru' Prof Matyka

Data and tech driven agency group MSQ has appointed global tech leader Professor Dr Dominik Matyka as a non-executive director to support its growth ambitions, focusing on helping evolve its data, media, technology and programmatic capabilities.

A major operator in the European tech scene, Matyka will also advise MSQ on its global expansion plans, with the group recently establishing its first non-UK office on the continent in Amsterdam.

Based in Berlin and Frankfurt, Matyka has founded and exited multiple digital companies during a decorated career, and was also the founding partner of Cavalry Ventures, a premier venture capital fund that backed major tech businesses such as Softbank-backed Freighthub, Open-AI competitor Aleph Alpha and global consent management leader Usercentrics.

His digital advertising business Plista, which provided solutions in native advertising and content distribution, was eventually sold to WPP, while he has also successfully launched and exited three further businesses.

Matyka is also a bespoke advisor to private equity firms and multiple scale-ups and in 2020 he was named Professor for Digital Business, Marketing and Social Media. He has spent the past six years as chief advisor to DMEXCO, Europe’s leading digital marketing and tech event.

His appointment at MSQ comes as the group embarks on a new growth strategy, following its acquisition by the international private equity firm, One Equity Partners, in June 2023.

Claimed to be the UK’s fastest-growing marketing group, MSQ is looking to make a major investment in its international offer, as well as significantly boosting its existing data, creative, media and tech capabilities.

Since the OEP deal, MSQ has already 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 recently hired Chris Daplyn as global chief executive of its digital experience and transformation business, MMT. In addition to his role at MMT, Daplyn will work closely with the broader MSQ leadership team and its board on enhancing the group’s technological capabilities.

MSQ global CEO Peter Reid said: “I’m delighted to welcome Dominik to the MSQ board. He has a hugely impressive track record in fostering growth and innovation, and offers outstanding expertise and connections in tech, M&A and digital strategy, all of which are areas that will play a significant role in MSQ’s future expansion.

His visionary approach and extensive industry knowledge can also help us further build the MSQ brand as we look at entering new markets and engaging with new partners.”

Professor Matyka added: “The group’s commitment to innovation and excellence resonates with my own values, and I look forward to contributing to the company’s growth and success.”

MSQ works with a number of clients on pan-European marketing and digital activity, including Diageo, Mars and Unilever. Earlier this month, AkzoNobel, the owner of Dulux, appointed the group as the lead agency for its professional brands across EMEA.