MSQ has been appointed by national tourism agency VisitBritain to handle its global digital integrated brand activity, following a competitive pitch.
MSQ will work under the newly-refreshed “GREAT” campaign guidelines to develop all digital activity, including film and integrated brand campaigns, to position Britain internationally as the visitor destination of choice for 2022 and beyond.
The account will be run out of MSQ’s new London office in Covent Garden, with support from MSQ global hubs in Asia and North America. MBAstack, MSQ’s customer acquisition and engagement agency, will lead the account.
MSQ’s first work will launch early 2022, in what is set to be a landmark year of events for Britain, with the Birmingham Commonwealth Games, The Queen’s Platinum Jubilee and Festival UK taking place.
VisitBritain marketing director Clare Mullin said: “We were really impressed with MSQ’s multi-disciplinary offer and their strategic and creative thinking. Their international hub approach will allow us to reach key markets in a more efficient way, allowing us to celebrate Britain as one of the world’s very best tourist destinations. ”
The win coincides with MBAstack beefing up its senior team with the appointment of Ceri Perkins, Wunderman Thompson’s global strategy lead for Shell, to the new role of chief customer experience officer.
Perkins, who will report to chair and chief executive Stephen Maher, has more than 20 years’ agency experience, having worked at WWAV Rapp, Proximity London, Partners Andrews Aldridge, Engine and Lida – most of which have now been either merged or folded.
She has been at Wunderman Thompson since February but starts her new role this week.
Perkins said: “MBAstack’s entrepreneurial flair and agility, combined with a hugely talented team in creativity, insight and technology is what drew me to this amazing business. They’re a natural player in today’s rapidly changing world where creating unforgettable customer experiences demands agility, imagination and an empathetic understanding of consumer motivations and behaviours.”
Maher added: “Ceri will add enormous value to the agency, to our ‘CXM’ cause at MBAstack, and most importantly to our clients’ business growth.”
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