MMT and 26 DX, the 175-strong digital experience, product and transformation businesses owned by MSQ, have appointed Rebecca Crook, one of the digital industry’s most respected growth leaders, as the CEO of both businesses.
Crook joins from Modern Citizens, a new modular agency comprised of a merger between Creature London, Positive UK and Positive Netherlands where she sat on the executive team.
In her new role, Crook will be responsible for shaping the vision and strategy to grow MMT and 26 DX in the UK and US markets, refining and implementing the business’ new combined proposition and driving a best-in-class model.
She will report into Ben Rudman, Executive Director at MSQ and co-founder of MMT. She will also work closely with the broader MSQ group, in particular the leadership team at UDG, which, when combined with MMT and 26 DX, provide MSQ with a digital experience and tech powerhouse.
MMT and 26 DX already have offices in London, Uppingham, Leeds and New York, and work with clients including Vodafone, ASDA Money, Elanco, SNG, Arla Foods and Translink.
Crook brings over 25 years’ digital expertise, having worked at several leading global agencies and technology providers. Prior to Modern Citizens she was Chief Growth Officer of Somo, the independent digital product agency, which she helped grow from 80 to 250 people and as part of the leadership team opened new offices in North & South America as well as the business’ acquisition by CI&T in January 2023.
During her career Crook was also responsible for setting up the growth function of AmazeRealise (now Valtech), and spent five years at The BIO Agency, where she sat on the BIO leadership board and helped the business secure its sale to Tech Mahindra for £45 million.
A mentor for Women in Global Technology and the co-chair of BIMA’s CEO & Leadership Council, Crook is an industry leader in supporting and mentoring young talent and businesses. She was a Prince’s Trust Business Mentor for six years, and is now the Chair of The Diana Award, a charity set up in the memory of Diana, Princess of Wales, to empower young people to make positive change by unlocking their potential and creating opportunities.
Crook says: “I’m truly excited to help shape the next stage in MMT and 26 DX’s journey. It’s important that we evolve the business to meet ever-changing client needs – both in the UK and on a global scale – and I believe that with the backing of MSQ and the brilliant MMT team already in place, we can do just that. ”
Ben Rudman, Executive Director of MSQ, says: “We’re primed to take the next step in MMT and 26 DX’s growth journey and in Rebecca we’ve found the perfect person to make that happen. She’s an inspirational leader and has a proven track record in helping digital businesses make big strides forward. With renewed firepower across MSQ and an ambition to grow in new markets, we believe Rebecca and the new look leadership team have the vision and tools inplace to provide clients with the innovative thinking that can take them on their own growth journeys.”
MSQ, has made significant investment in evolving its overarching digital customer experience and tech offering in recent months. In addition to developing new Ai-powered tools and capabilities, the group acquired UDG in November, a DACH based 350-person Customer Experience and tech agency offering leading engineering and technical delivery across Europe.
