In 2019 CEO Peter Reid and the management team of MSQ Partners secured a significant investment when they chose to partner with LDC.

PORTFOLIO

MSQ Partners: Multi-disciplinary growth plans

Private equity investment and expertise supports acquisitive and organic growth at marketing and communications group.

Sector
  • Technology, Media, Telecoms

MSQ Partners is a multi-disciplinary group of digital, creative, branding and PR agencies.

Deal type
  • Secondary buyout
Deal value

£37.5m

MSQ Partners is a multi-disciplinary group of digital, creative, branding and PR agencies that specialises in marketing communications for consumer and B2B brands and the public sector.

The international group employs more than 500 people across 15 offices in the UK, Asia and USA, and includes six agency brands; branding-and-design business Holmes & Marchant, PR and content consultancy Smarts, customer acquisition and engagement specialist Stack, B2B marketing business Stein IAS, creative and media company The Gate and digital agency twentysix.

Key clients include Unilever, Peugeot and Nestlé.

Supporting a dynamic group

In May 2019 the group’s management team secured a significant investment when they chose to partner with LDC in a deal that valued the business at £37.5m.

The backing is helping the group to accelerate the roll-out of its successful multi-disciplinary model beyond London, sustain the continued growth of its individual agencies and support acquisitions.

Our new partnership with LDC will enable us to embark on the next phase of our growth journey, giving us the resources to further invest in our individual agency’s capabilities and accelerate the roll-out of our multi-disciplinary model internationally, whilst retaining the employee-ownership ethos that has been key to our success.”
Peter Reid, CEO
MSQ Partners

Adding value

Shortly after the partnership was announced, industry heavyweight, Charles Courtier, was appointed Non-Executive Chairman to support Co-Founder and Chief Executive Peter Reid.

Charles has more than 30 years’ experience in the advertising industry and was CEO of WPP’s global media agency MEC until 2017, where he was responsible for 6,000 people across 80 markets. During his tenure, initially based in New York and latterly in London, MEC quadrupled in size to become a $1bn business and one of the world’s top five media agencies.

The team at LDC understands our vision, and with their financial firepower and strategic support they are the perfect partner to help us reach our long-term growth objectives.”
Peter Reid, CEO
MSQ Partners

Clear intentions

In June 2020, MSQ announced its intention to buy the Be Heard Partnership (LSE: BHRD) and three of its agencies (MMT Digital, Freemavens and Agenda21), subject to shareholder approval. LDC has supported the potential acquisition which aims to accelerate MSQ’s growth by building scale and increasing its technical capabilities, particularly in digital tech and data analytics.

At LDC we partner with ambitious and committed management teams to help them achieve their growth ambitions. We’re able to do this by deploying flexible capital throughout the economic cycle.”
John Clarke, Investment Director
LDC