MSQ and Brave Spark Agree Strategic Partnership

MSQ, one of the UK’s fastest-growing multi-disciplinary marketing groups, has entered into a strategic partnership with leading UK Creative Production Agency Brave Spark, to bolster its production capabilities and develop a unique dynamic content offer.

As part of the agreement, Brave Spark will embed producer resources in MSQ’s London studio, directly engaging in the creation process and becoming the default provider of video content across the Group.

The move will reduce the time and steps involved between ideas and content outputs, broadening the range of assets that MSQ can produce in-house and increase its ability to develop joined-up high-quality agile content across channels.

Brave Spark’s full integration into the MSQ proposition follows a number of successful video and tech collaborations between the two businesses, which has included projects for brands like Hertz, We Buy Any Home and Solace Women’s Aid.

Brave Spark has been one of the industry’s leading video and digital content specialists for a decade, weaving technology, creative and production expertise to produce high-performing content campaigns. It works with brands including Visa, Hitachi and Hiscox.

A key part of the new MSQ and Brave Spark strategic partnership will involve the development and launch of a new dynamic content platform, which will enable efficient, automated personalisation of video formats, delivering high-performing, engaging content for clients of all sizes and budgets.

The platform will roll-out in the summer and will combine Brave Spark’s innovation expertise with MSQ’s existing programmatic and marketing automation capabilities, extending the benefits of data-driven personalisation across a brand’s full range of audience touchpoints

Peter Reid, the chief executive of MSQ, said: “We have long had the desire to more deeply embed video and tech production capabilities at the core of our joined-up creative offer. Through this partnership, we will be able to bring clients a much more flexible, agile and responsive creative experience, making it easy for clients to take advantage of the dynamic content space at modest levels of investment.”

Rob Drake, the co-founder of Brave Spark, said: “We’re really excited about formalising our relationship with MSQ and can’t wait to collaborate with some of their varied and brilliant talents on game changing video campaigns. This is a big part of our ambitious growth plans, and will take our mission to tell unexpected stories in unexpected ways to a bigger stage than ever before.”

MSQ is enjoying a period of growth following significant investment from LDC, the private equity arm of Lloyds Banking Group, last year. Since the investment the group has appointed former MEC Global CEO Charles Courtier as Chairman, Dentsu Aegis Group’s Kate Howe as Executive Director and backed the launch of Walk-In Media, the new media agency start-up founded by ex-Blue 449 CEO Simon Davis.