MSQ has acquired creative production studio Brave Spark, with plans underway to expand the latter’s global reach.
The deal, for an undisclosed amount, will see MSQ add Brave Spark’s video and digital production, design and creative technology to the group’s client offering. Brave Spark will also continue to work independently for its existing customers, including Hiscox, Hitachi and Trivento.
After the acquisition, Brave Spark will be based in MSQ’s London office in Covent Garden, where it moved in June.
Morgan Cox, head of dynamic content and production at MSQ, will work closely with Brave Spark founders Rob Drake and Robin Shek and chief technology officer Luke Cunningham on global growth and technology plans; and with Kate Howe, Executive Director of MSQ, to integrate content and production into MSQ’s group proposal. Brave Spark employs 20 people.
MSQ said it will use its global footprint, which spans North America, Shanghai and Singapore, to expand Brave Spark’s global reach.
MSQ and Brave Spark have been working together since forming a strategic partnership in May 2020 under which the latter becomes the former’s default video content provider.
The two agencies have worked collaboratively for clients including Arlo, Cancer Research UK, Bosch and Natural Source Waters Association.
MSQ said the deal would allow it to “combine its expertise to develop a premium, dynamic content offering built around a fusion of data, in-house programmatic media and high-quality, high-volume content.”
Brave Spark marks MSQ’s third acquisition in 12 months. In September, it completed the purchase of Be Heard Group, integrating Freemavens, MMT Digital and Agenda21, following the acquisition of MBA earlier in the year.
Peter Reid, Managing Director of MSQ, said: “I have known the team at Brave Spark for several years now. The quality of work they produce is still second to none and I couldn’t be happier to see them join the MSQ family.
“The disruption of daily life across the globe has altered the public’s relationship with media and brands, which is why marketers are increasingly demanding teams that can make the best possible production decisions. of content and investment to deliver the most impactful consumer experience. This acquisition will unlock new areas of creativity and efficiency to achieve this.”