VMLY&R insight chief signs for Freemavens as joint MD

MSQ-owned insights and analytics consultancy Freemavens has appointed a new co-managing director as the agency continues its global expansion on the back of the group’s recent funding deal through One Equity Partners.

VMLY&R Consulting lead Eleanor Lloyd-Malcolm has been recruited to work alongside Freemaven’s existing managing director, Lucy Thompson, to further evolve the agency as it works with major brands to provide data-driven insight and strategy.

The agency has already played a key role in a number of recent MSQ wins, including Three UK, Greene King, Boots and NatWest.

Most recently, Lloyd-Malcolm was the global head of growth strategy for VMLY&R Consulting and co-lead of the agency’s IX consultancy in the UK. Prior to that she spent over a decade at Kantar Consulting, where she was responsible for leading global client relationships and the business’ brand insight and strategy offer.

Lloyd-Malcolm started her career at the marketing strategy and insight agency Added Value, where she led cultural insight, semiotics, and future thinking to drive consumer centric marketing and innovation.

She has been a trusted strategic client partner working with an array of global businesses including Diageo, Arla, L’Oreal, Barclays, Unilever, EY, Danone and Colt Technologies. Lloyd-Malcolm also has a deep passion for diversity, equity and inclusion, having successfully launched DE&I practices and advised social purpose businesses such as Pivotal Ventures.

She said: “In a market of constant change and complexity it is no surprise that Freemavens is already thriving, given its enterprising approach to data and technology, passion for deep insights and ambition to drive transformative growth for our clients. It’s a pleasure to lead the truly diverse talent and exciting innovative culture at the heart of the agency. The opportunities ahead of us are boundless.”

MSQ executive board director Bart Michels added: “Eleanor will add her impressive experience, expertise, energy, and leadership to the excellent Freemavens team, and will form a formidable partnership with Lucy.

“Freemavens sits at the heart of MSQ’s promise to help brands and businesses get closer to their customers, and Eleanor’s international brand, cultural insight and data-driven growth strategy skills will help Freemavens continue to play that role with increasing depth and breadth as we enter our next phase of growth.”