Turtle Wax Appoints MSQ as Global Media Agency of Record

Turtle Wax, Inc., the world-renowned car care brand, has appointed MSQ as its global media agency of record following a competitive pitch. The multi-year global partnership will see MSQ lead media strategy and execution across marketplaces, retail, and D2C channels. The appointment spans multiple agencies within the MSQ group, including 26PMX, The Gate and 26 DX & MMT.

MSQ, the next-generation creative, technology and data company, works with the likes of Unilever, Mars, Burger King and Lego. Its performance marketing agency, 26PMX focuses on transforming the digital potential of brands like Victoria Beckham and Fortnum and Mason into performance.

The win represents a major ‘joined-up’ agency of record appointment for MSQ, bringing together talent and capabilities from across the group to deliver a seamless, end-to-end solution – across strategy, media, content, social, SEO, and data and measurement.

MSQ will oversee media planning and buying across all consumer touchpoints, from brand awareness through to conversion, delivering a unified and effective global strategy. The joined-up approach sees 26PMX lead global media strategy, cross-channel activation, and day-to-day delivery, alongside SEO and content, data strategy, analytics, and marketing mix modelling (MMM).

The Gate NY will manage brand media buying and regional execution. 26 DX and MMT will manage the D2C site optimisation. This is supported by group-wide coordination of and strategic collaboration across Turtle Wax teams in the US, UK, and India.

MSQ will be responsible for delivering a full-funnel, multi-market media strategy designed to strengthen brand relevance, improve customer experience, and drive measurable business performance.

Chuck Van Hyning, chief revenue officer at Turtle Wax, said, "From the very first meeting, MSQ stood out. Their hands-on approach, senior leadership involvement and dedication to understanding of our brand has made them feel like a true extension of our team. There was a clear strategic alignment from day one, and their ability to break down silos by bringing together media, data and creativity was the real differentiator. We're confident that with MSQ as our global media partner, we're set up to drive meaningful growth and lasting brand impact."

Aaron Lang, president of MSQ North America said, “Turtle Wax is a household name, and this appointment is a testament to MSQ’s ability to deliver world-class marketing solutions for ambitious, category-leading brands. We’re breaking down the silos that have long held back the traditional agency model - bringing strategy, creativity, media and data together in a way that’s not just integrated, but genuinely human centred. We’re excited to partner with them on this next phase of growth."

Liam McNally, managing partner at 26PMX said, “This is an exciting moment, not just for 26PMX but for the entire MSQ group. Turtle Wax, Inc. has a clear vision for growth, and we are proud to play a central role in bringing that to life. Combining data-led strategy with smart, channel-agnostic activation, we are set to deliver a media approach which is innovative and performance-driven, driving both relevance and measurable results.”