MSQ opens global division offering 'sustainable content'

Data and tech driven agency group MSQ is launching a global division to beef up its content marketing offering, with data, tech, media and sustainability at the core of its operations.

M3 Labs will pool MSQ’s group-wide production expertise for the first time, uniting the capabilities under one entity with teams operating in London, Amsterdam, New York, Los Angeles, Shanghai and Singapore.

The operation will focus on joining the disciplines up by putting production at the heart, recoupling data, creative and media with the aim of delivering content faster and more effectively.

The agency will combine MSQ’s brand and creative studio expertise with its AI and tech tools, incorporating workflow management systems, sustainable platforms and MSQ’s data offer to, in its own words, “ensure speed and cost reductions and more valuable outcomes”.

M3 Labs will be led by global managing director Darren Khan, and executive chair Mark Cramphorn, with support from production leaders across MSQ. They will report to MSQ executive director Kate Howe (pictured).

Khan joined MSQ in July last year to launch MSQ’s Source offer, which uses a community of content creators around the world to connect clients with director, creator and influencer talent. The agency claims this approach means content can be developed with the same “production rigour” but in faster and more sustainable ways and Khan – who is also an advisory board member of AdGreen – has already worked with the likes of Expedia and Land Rover to produce campaigns.

Prior to MSQ, Khan was the founder of remote production business Travlrr. He had also been the managing director UK and Europe for Genero, and led commercial teams at Bauer Media and ITV.

Meanwhile, Cramphorn has held senior positions at top agencies, including Bartle Bogle Hegarty, TBWA, Publics and EDC, and most recently has been consulting on projects with Khan and MSQ.

Among the specialists within MSQ supporting M3 Labs will be global production leads Robin Shek and Andy Edmonds, operations director Dasha Dollar-Smirnova and head of content Neil Bennett.

Howe said: “Joined-up thinking has sat at the heart of MSQ’s recent success and by joining up the brilliant production talent we have across the group with our ever-evolving range of market-leading products and services, we believe we have a truly industry-leading audience-led production solution.

“Our suite of capabilities means we can create more targeted messages to the right audiences at the right time, saving clients time and money without compromising on quality, all whilst providing the more sustainable and measurable outcomes that brands crave.”