MSQ’s award-winning creative agency, SPCSHP (formerly Big Spaceship), has tapped Taryn Crouthers as CEO, succeeding Ranae Heuer as the company celebrates its 25th anniversary and deepens MSQ’s multidisciplinary leadership bench in the U.S.
“From day one, Taryn was at the top of our list,” said Aaron Lang, President, MSQ North America. “She scales businesses, builds client love, and pushes creative innovation, exactly what this moment calls for.” Heuer, who has led SPCSHP as CEO since 2022 and previously served as Managing Director (2008–2016), departs after 11 combined years with the agency.
Crouthers brings 20+ years of agency experience, most recently as president of ATTN:, where she helped grow the company from inception through its $100M acquisition by Candle Media (2022). She has been recognized on Ad Age Leading Women and Campaign U.S. 40 Over 40, with ATTN: landing on Adweek’s Fastest Growing Agencies, Fast Company’s Most Innovative Companies, and Built In’s Best Places to Work under her leadership.
“For 25 years, SPCSHP has lived at the intersection of culture, technology, and craft. That’s never been more relevant,” said Crouthers. “I’ve long admired the work here, and I’m excited to lead this team as a truly modern AOR within MSQ.”
Founded by Michael Lebowitz, SPCSHP is one of the U.S.’s most influential digital-first creative agencies, known for human-centered, platform-native ideas for brands including Chase, Dropbox, and BOTOX® Cosmetic. MSQ acquired SPCSHP in 2024, increasing the group’s North American revenue to $100M and integrating SPCSHP into a comprehensive full-funnel offering that spans creative, media, analytics, and customer experience.
“I’m unbelievably proud of what Ranae and I have built together,” said Lebowitz, SPCSHP Founder & Chairman. “As we mark 25 years, bringing in Taryn—someone with a proven track record of growth and innovation—adds fresh perspective for clients and a culture that empowers our people to do the best work of their careers.”
“Working at SPCSHP has been a dream,” added Ranae Heuer. “As I planned my transition, it was vital to find a leader who respects our culture and elevates how we work. Taryn does exactly that.”
SPCSHP’s momentum continues in 2025, with its work for Early Warning’s Paze recognized as an ARF David Ogilvy Awards finalist (Best New or Emerging Brand) and winner at the Digiday Media Awards (Best Use of YouTube).
Taryn Crouthers begins in the role on October 13. Reel 360 News wishes her the best of luck in her new role.
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