Chief Creative Officer
Deutsch NY
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?
As we hit the half-way mark of 2022, we are all asking the big question: “Are we headed into a recession?”. With that in mind, I believe both clients and agencies are being conservative when it comes to spending. It’s an important time to be on top of our clients’ businesses and try to and forecast as much as possible. It’s also forcing us to be super effective with the work we produce. There is always a great creative solution.
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?
We all live on social media these days, along with the brands we work on. It’s impossible not to encounter activism. The key is to align ourselves with a cause if it’s truly aligned with the brand’s values. There is nothing worse than just jumping on the bandwagon.
What’s the biggest takeaway or lessons learned from work (please identify the project) you were involved in this year?
I recently worked on Michelob Ultra — McEnroe vs McEnroe, a one hour show that debuted on ESPN. It was a huge technical undertaking. One that had never been done before. I learned that it truly does take an army to create something new. Collaboration and partnership between all parties, our clients, our production companies and agencies, was the only reason this idea came to be, and I’m super proud to have been involved in it.
What work (advertising, entertainment, documentary) — your own or others–struck a responsive chord with you this year and why?
I am very jealous of the work done by Dole and Amanas Anam where they produced the leather substitute Pinatex. I love this idea on so many levels. Firstly, it’s doing good for our planet, and secondly, it was important to me that it came from the world’s largest fruit and vegetables manufacturer. It’s inspiring that they felt a responsibility to the planet and changed their infrastructure to do something about it. I hope this is just the beginning for them.
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 MSQ’s 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.
MSQ’s 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 MSQ’s 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 MSQ’s U.S. team, with SPCSHP’s 140 colleagues joining MSQ’s 1,200 colleagues operating across 13 global offices.
“SPCSHP 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,” said MSQ global CEO Peter Reid. “The agency’s increasing scopes of work and recent wins are a testament to their value in the industry, and we’re delighted to have them as part of our group.”
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