MSQ opens green agency and becomes CO2 negative

MSQ Sustain 1Marketing group MSQ is launching a specialist division designed to tap into growing concerns about the Climate Emergency, which will offer both NGOs and commercial businesses climate, environmental and sustainability marketing expertise.

MSQ Sustain will launch with a core team of seven, who collectively offer extensive experience producing creative campaigns in the sustainability space. The team will work closely with existing MSQ clients as well as on standalone business.

It will be led by former Kameleon chief executive and founding partner Richard Armstrong, who joined MSQ as part of the group’s acquisition of Be Heard Partnership earlier this year.

Clients already working with MSQ Sustain include the World Economic Forum, Race to Zero (COP26), Nature4Climate, We Mean Business Coalition, The Nature Conservancy and Emergent Climate Finance.

MSQ Sustain will work with brands, businesses and climate NGOs to help define and activate communications strategies and campaigns that can accelerate change towards a better, more resilient and more sustainable future. It will be able to tap into all of MSQ’s core services, working closely with the group’s nine agencies that are based across Europe, North America and Asia.

The launch comes as MSQ has also become net carbon negative, three months ahead of schedule, in a move which it claims makes it one of the first international marketing groups of its size to achieve the status.

The group, which comprises of 785 people across 12 international offices, will now offset more CO2 than it generates.

MSQ will now continue to reduce its carbon emissions further through a series of initiatives instigated by a global Carbon Negative Council, sharing best practice and providing staff with ways to help them offset their own carbon footprint too.

MSQ has also committed to work with other businesses to help them offset their own carbon emissions, providing existing clients with quarterly carbon impact statements and ensuring carbon emissions are identified and offset ahead of any new project.

Executive director Kate Howe said: “We really proud to become one of the first marketing groups of our size to become net carbon negative. We know it’s something that’s important to our staff, our clients and, of course the future of our planet.

“Being carbon neutral is not enough – we need to do more. That’s why we’re making sure that this is just the beginning – our team are now fully trained in understanding how to calculate and reduce carbon emissions and we look forward to working with clients to help them on the journey too.”

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