MSQ, a leading independent creative, technology, and media company, announced the acquisition of New York-based agency SPCSHP.
This strategic move doubles MSQ’s footprint in the U.S. and boosts its annual revenue in North America to $100 million. With a commitment to building agile and multi-disciplinary marketing solutions, MSQ aims to integrate data, technology, and creativity to enhance brand growth for its clients.
Backed by private equity groups One Equity Partners and LDC, MSQ is focused on organic growth and acquisitions to establish key hubs in North America, the UK, and Europe. The inclusion of SPCSHP, previously known as Big Spaceship, into the MSQ network aligns with this strategy, offering a wider range of marketing solutions and global resources to SPCSHP’s roster of Fortune 100 clients.
SPCSHP will maintain its leadership under Founder and Executive Chair Michael Lebowitz and CEO Ranae Heuer. Their team of 140 will integrate with MSQ’s 1,200 colleagues across 13 global offices. Lebowitz noted that after nearly 25 years, joining MSQ felt like the right next step for the agency, opening new opportunities for both clients and staff.
SPCSHP’s Legacy and Impact
As one of the most successful U.S. digital creative agencies, SPCSHP has a longstanding history of working with major clients like Dairy Queen (as the U.S. creative agency of record), JP Morgan Chase, Starbucks, and Google. The agency has set a precedent for long-term brand and agency partnerships and boasts other notable clients, including PepsiCo and Early Warning Services.
MSQ’s acquisition of SPCSHP is part of a broader U.S. expansion. In the past two years, MSQ has added agencies such as Smarts (PR and creative), BraveSpark (creative production), MMT (web and digital product development), and Walk-In Media (full-service media) to its portfolio, further enhancing its U.S. offerings.
Leadership and Integration
MSQ North America President Aaron Lang will collaborate closely with Lebowitz and Heuer to drive U.S. operations and growth. “This acquisition really ignites our growth in the U.S. and what solutions we’re able to deliver to clients,” said Lang, signaling the expanded capabilities and reach that the MSQ and SPCSHP partnership will bring.
Ranae Heuer, SPCSHP’s CEO, highlighted the market demand for scalable ideas and described joining MSQ’s global network as a transformative step for the agency and its clients.
A Growing Portfolio and Future Vision
Following the acquisition, MSQ announced the creation of MSQ Sport + Entertainment, led by industry veterans Steve Martin and Jamie Wynne-Morgan, aiming to build a global sport and entertainment agency. The terms of the SPCSHP deal were not disclosed.
This expansion solidifies MSQ’s commitment to growth in the U.S. and globally, positioning SPCSHP as a key player in offering innovative, integrated marketing solutions on an international scale.
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