MSQ scoops integrated brief for Three brand Smarty

SMARTY 2Smarty, the SIM-only mobile network powered by the Three UK network has appointed MSQ as its lead integrated creative agency – including brand, direct response, and customer communications – following a competitive pitch, led by the AAR.

Owned by Hutchison 3G, Smarty launched in August 2017 with a mission to bring simplicity, transparency and trust to the mobile industry under the banner ‘Simple, honest mobile’. Its current agency roster includes Zenith (media) and Pretty Green (PR).

At MSQ, the account will be run out of the group’s London HQ, combining the Gate’s creative and strategic offering with MBAStack’s customer engagement, data and integrated offering in an effort to develop a new brand strategy and creative platform to drive the next phase of Smarty’s growth.

Smarty general manager Elin McLean said: “We’re delighted to bring MSQ onboard. From the outset, they understood our brand and impressed us with their strategic thinking and creativity. Together we share ambitions for success, creating relevant and stand-out work which delivers brand fame, customer loyalty and business growth.”

The Gate chief executive Jamie Elliott added: “Smarty is a fantastically interesting challenger brand in an absorbing sector. We’re delighted the team have chosen us as partners for this next phase of transformational growth and that we’re going to be joining-up brand, response and customer engagement in so doing.”

MSQ has been on a major expansion drive, and supported by private equity partner LDC, has made four acquisitions over the past 20 months, including design business Elmwood, Be Heard, bringing Freemavens, MMT Digital and agenda21 (now part of Walk-In Media), MBA, which was merged with Stack to create MBAStack and creative production studio Brave Spark.

Meanwhile, in November last year, it revealed 35% year-on-year revenue growth and EBITDA up 66% for H1 2021.

At the time, MSQ chief executive Peter Reid said: “Our agile, client-centric model has helped us to continue the momentum that’s been built across MSQ over the past few years. We have built an ambitious, joined-up, truly international group with diverse talent and skillsets and are increasingly seeing clients embrace this model. These results are much more than a ‘Covid bounce’.”

Related stories
MSQ swoops once more to create ‘design powerhouse’
MSQ revenue boost ‘much more than a Covid bounce’
Former Kantar Euro chief joins MSQ’s expansion drive
Creative production studio Brave Spark joins MSQ fold
MSQ heads Stateside as expansion drive gathers pace
MSQ buys independent MBA and merges it with Stack

Print Friendly