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The UK-based international marketing group MSQ is getting pretty big these days – pandemic or not pandemic – and it is consolidating its various business-to-business (B2B) agencies into MSQ B2B. The chairman is Tom Stein, also chairman of Stein IAS, the agency he founded in 1985 and which joined MSQ in 2015.
B2B will employ approximately 800 people in 12 offices around the world and claim to be the fifth largest group of B2B agencies in the world.
Stein (below with Kate Howe) says: “The watchwords of the past year have been empathy, agility and transformation. And having been involved in B2B for over three decades, I haven’t experienced a period where B2B has grown so rapidly.
“B2B brands are now looking for a more relevant agency model. They need scalability and extended capabilities, but they also need those capabilities applied in a more agile way, completely in sync with their specific needs now and as they evolve. They require deep expertise in technology and data, but they also need to communicate and connect with humanity and empathy, with emotional intelligence.
“This is why MSQ B2B was born – to use the collective capabilities of several award-winning agencies to deliver the right mix of solutions to help create high EQ commercial brands today and over time. “
MSQ Executive Director Howe said, “These are new ways to partner with brands to drive business results. We understand that clients need flexibility and transparency and we already have a lot of experience working with clients in this way, including joining them internally for long periods of time.
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