Car care brand Turtle Wax has appointed MSQ as its global media agency of record following a competitive pitch, which will result in MSQ leading media strategy and execution across marketplaces, retail, and D2C channels.
The agency insists the appointment, which spans multiple agencies within the MSQ group, including 26PMX, The Gate and 26 DX and MMT, represents a major ‘joined-up’ approach for MSQ, bringing together capabilities from across the group to deliver an integrated solution – across strategy, media, content, social, SEO, and data and measurement.
MSQ already works for Unilever, Mars, Burger King and Lego, while its performance marketing agency, 26PMX, focuses on transforming the digital potential of brands like Victoria Beckham and Fortnum & Mason into performance.
For Turtle Wax, MSQ will oversee media planning and buying across all consumer touchpoints, from brand awareness through to conversion, delivering a unified and effective global strategy.
The approach sees 26PMX lead global media strategy, cross-channel activation, and day-to-day delivery, alongside SEO & content, data strategy, analytics, and marketing mix modelling (MMM).
The Gate (USA) will manage brand media buying and regional execution. 26 DX and MMT will manage the D2C site optimisation. This is supported by group-wide coordination of and strategic collaboration across Turtle Wax teams in the US, UK, and India.
MSQ will be responsible for delivering a full-funnel, multi-market media strategy designed to strengthen brand relevance, improve customer experience, and drive measurable business performance.
Turtle Wax chief revenue officer Chuck Van Hyning said: “From the very first meeting, MSQ stood out. Their hands-on approach, senior leadership involvement and dedication to understanding of our brand has made them feel like a true extension of our team.
“There was a clear strategic alignment from day one, and their ability to break down silos by bringing together media, data and creativity was the real differentiator. We’re confident that with MSQ as our global media partner, we’re set up to drive meaningful growth and lasting brand impact.”
MSQ president of North America Aaron Lang added: “Turtle Wax is a household name, and this appointment is a testament to MSQ’s ability to deliver world-class marketing solutions for ambitious, category-leading brands. We’re breaking down the silos that have long held back the traditional agency model – bringing strategy, creativity, media and data together in a way that’s not just integrated, but genuinely human centred. We’re excited to partner with them on this next phase of growth.”
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