Written by Ben Rudman
September 9th 2020

2 minute read

Last week, MSQ, one of the UK’s fastest growing marketing groups, completed the acquisition of MMT Digital as part of its wider purchase of Be Heard. The new ownership provides MMT with a number of great opportunities for both our clients and our people over the next few years.

The deal will see MMT able to continue to work alongside the team at Freemavens (data analytics/insights) as well as alongside some world class talent in MSQ’s existing complementary agencies Holmes & Marchant (branding and design), Smarts (PR and content), Stack (customer acquisition and engagement), Stein IAS (B2B marketing), The Gate/ Walk-In Media (creative and media) and twentysix (digital marketing).

With over 750 staff based in the UK, Asia and the USA this new ownership will mean that MMT is able to provide a wider set of specialist marketing, martech and communications services to our clients. Most importantly it will see data and efficacy continuing to be placed at the heart of the work that we are doing to ensure that we are providing effective returns for our clients, and going forward we will look to achieve this across a wider geographical footprint.

The other major announcement made as part of the acquisition will see MSQ as a whole move to being carbon negative from early 2021. This initiative will be led by MMT’s James Cannings, who has championed MMT’s sustainability strategy, while sharing our initiatives with the wider digital sector. James is also Co-chair of BIMA’s Sustainability Council, setup to champion change and encourage BIMA members to take action. We believe it is the right thing to do and work has already started across the agencies to make it a reality.

Culturally and strategically MMT is a great fit to sit alongside other strong agencies that come together in a multi-disciplinary offering. I’m confident that MMT will thrive under private ownership in an enlarged group with complementary skills. 

Pete Reid, MSQ’s CEO commented: “Leaders in combining technology, experience design and lean product delivery, MMT Digital is a significant asset to MSQ, greatly enhancing our digital technology offering and making us more relevant to a greater number of clients. The technical skills and customer-first, evidence-driven approach that MMT brings complements MSQ’s creative expertise. With the addition of the other Be Heard agencies, this makes us one of the leading tech enabled groups.

“The cultural and strategic fit is already being proven with a number of new business opportunities arising from cross-agency discussions. It’s also incredibly exciting having MMT on board to help drive the group’s carbon negative strategy, having seen the excellent progress the agency has already made in this area.”