MSQ Evolves Its Media and Digital Experience Agency 26 into 2 Specialised Entities

MSQ has announced a new strategic transformation for its digital experience and media agency 26, evolving the business into two specialised brands: 26PMX and 26 DX. 

26PMX will focus on performance marketing activity for clients, whilst 26 DX will be a digital experience business. Both brands will have an improved platform for client engagement, growth and commercial success. 

Ryan Scott, previously the CEO of 26, will continue in the role of CEO at 26PMX, working with brands such as Fortnum & Mason, Victoria Beckham, HOKA and Asda Money. During his time as CEO of 26, the agency has delivered record growth in revenue and profits, launched services in the US, been named twice in the UK’s Best Companies to Work For and was awarded Drum Agency of the Year in 2021.

Meanwhile, Guy Hunsworth, who previously served as operations director at 26, will assume the role of director at 26 DX. With over 16 years’ tenure at 26, Hunsworth brings a wealth of experience and expertise to his new role. 26 DX will work with clients including Arla, CIPD, Corinthia Hotels, CVS and Marshalls.

Amidst a market shift marked by the rise of AI, in-housing, media cost inflation and industry skills shortages, the strategic transformation will enable 26PMX and 26 DX to hone focused value propositions in their respective markets. Both brands will remain a key part of the MSQ group.

Ryan Scott said, “This is an exciting time for us and our clients. With a sharper focus, enhanced capabilities, and a steadfast dedication to excellence we’re poised to unleash growth and value, and to drive meaningful change for our clients. Additionally, whilst most roles within the agencies will remain unchanged in day-to-day operations, the definition will provide more focused learning and personal development opportunities for our staff, aligned with refined purposes and visions.”

Guy Hunsworth added, “Through client engagement and surveys, partner relationships, industry insight and new business interactions, we’ve identified the opportunity for a more specialist focus. As our clients’ needs change rapidly and become more complex, this transformation will evolve and optimise our service and offering by enhancing our insight capabilities, innovation, and activation. That will enable us to continue delivering growth and value for our clients and partners.”