President/CEO
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What trends, developments or issues would you point to thus far in 2022 as being most significant, perhaps carrying implications for the rest of this year and beyond?
We’ve certainly seen a trend back toward more in-person collaboration with our clients. While we have not returned to what pre-pandemic levels of in-person sessions were, we’ve seen more and more of our clients wanting to be in the room and collaborating with us as the year has moved along. Perhaps this trend continues, but it may never return to where it used to be. The agency world has changed so much with how and where they work, it’s hard to imagine it’ll ever be back to where it used to be, but time will tell.
How have any societal issues–such as the pandemic, the Supreme court decision on abortion, calls for equity, inclusion, diversity, racial and social justice–impacted the way you do business, company policies and/or selection of projects/creative content?
Social changes and social awakenings are almost always overdue. Sometimes it just takes the tidal wave of societal pressure to get us there. Our industry is taking a hard look at ourselves in the mirror and realizing that we all need to be more diverse and inclusive throughout the entire process of creating great content. And not for a quota, but because diversity brings more opinions, thoughts, and visions that makes our content stronger and us generally better people. We’re excited to help foster this and be a part of this incredible change.
What work (advertising, entertainment, documentary) — your own or others–struck a responsive chord with you this year and why?
One documentary that struck a chord with me this year was HBO’s Tony Hawk documentary. Perhaps my love of this is driven by nostalgia, but being a child who skateboarded in the 80’s, Tony Hawk was larger than life. Learning about the personality traits and upbringing that made Hawk the best skateboarder on the planet really took me back to a special time in my life, skateboarding with my brother on a homemade halfpipe in small town Connecticut. It’s a great peek into the soul of one of my childhood heroes.
MSQ Acquires Creative Agency SPCSHP
Next generation independent creative, technology and media company MSQ has acquired New York-based creative agency SPCSHP. The acquisition more than doubles London-based MSQโs presence in the U.S., increasing annual revenues in North America to $100MM and accelerating its ability to deliver agile, multi-disciplinary solutions that fuses together data, tech and creativity to build effective brand momentum for its clients. Terms of the SPCSHP deal were not disclosed.
MSQโs ambitious international investment strategy to grow organically and through acquisition is backed by private equity groups One Equity Partners and LDC as it creates hubs of scale in North America, the UK and Europe.
Previously known as Big Spaceship, SPCSHP is an independent digital creative agency known for its innovative digital marketing strategies and solutions. With this acquisition, SPCSHP gains access to MSQโs global network of best in class agencies, allowing it to provide a broader set of marketing solutions to its roster of Fortune 100 brands and better position itself for growth. Founder and chairman Michael Lebowitz and CEO Ranae Heuer will continue to lead SPCSHP as part of MSQโs U.S. team, with SPCSHPโs 140 colleagues joining MSQโs 1,200 colleagues operating across 13 global offices.
โSPCSHP is a shining light in the U.S., and its success is of huge credit to Michael, Ranae and the team. They have consistently delivered innovative creative work, executing integrated campaigns for their long-standing brand partners to a wide audience,โ said MSQ global CEO Peter Reid. โThe agencyโs increasing scopes of work and recent wins are a testament to their value in the industry, and weโre delighted to have them as part of our group.โ
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