By 
This new agency, which has global ambitions, will cater to brands, talent, and rights holders, offering services in sponsorship strategy, activation, social content, production, PR and communications, events, and talent management. Callaway Golf has become the agency’s inaugural client, engaging them for strategic consultancy services, with more clients expected to follow.
The agency will leverage Tribes, a proprietary data and insight tool developed by MSQ’s Freemavens, to power its operations.
Founding partners Martin and Wynne-Morgan expressed their vision: “By building from the ground up and investing in exciting acquisitions, we aim to create a dynamic global agency that truly reflects the current and future opportunities in the ever-evolving sport and entertainment industry.”
They also emphasized the role of technology in their approach: “Integrating technology into our services will intelligently accelerate insights, understanding, and approaches, enhancing our team’s capabilities by collaborating closely with top experts and tools within MSQ.”
MSQ Global CEO Peter Reid commented: “We’ve been planning to develop a world-leading sport and entertainment proposition that builds on the work already happening within our agencies in engaging talent and brands in this field.
“For us, it was crucial to find the right people who fit our culture, and in Steve and Jamie, we found that in abundance. They are two of the industry’s leading figures with a significant global track record in an experience-driven space that is increasingly capturing greater consumer spending.”