Zeus advised MSQ Partners on the acquisition of Elmwood

Zeus is delighted to have advised MSQ Partners on the acquisition of Elmwood for an undisclosed amount. MSQ were supported by existing private equity backers LDC, with financing also provided by HSBC.

Elmwood will be merged with existing MSQ design agency Holmes & Marchant and will leverage MSQs wider digital and tech expertise to create a new agency model that will enable the world’s leading brands to produce highly engaging multi-channel experiences. The merged Elmwood and Holmes & Marchant agencies will employ over 200 colleagues and will have complimentary operations in London, Singapore, Shanghai and New York.

The combined group, which supports clients including GSK, Unilever, Danone and Mars, blends the geographic and design expertise of Elmwood in London and New York, with MSQ’s global branding and design, PR and content, engagement, B2B marketing, creative and digital footprint.

Zeus acted as lead financial adviser to MSQ.

The Zeus team included Richard Darlington, Alex Fowler and Matt Wong.

Peter Reid

Chief Executive Officer of MSQ Partners

It’s an exciting time for MSQ as we continue to expand and seek opportunities across our agencies. Elmwood has a fantastic reputation for high quality design and branding services with a significant presence in London and New York that is highly complementary to the Holmes & Marchant offering. The transaction furthers MSQ’s strategic aim of building multi-disciplinary agencies of scale in our four key hubs.

This is the second transaction Zeus has supported us with following our transformational acquisition of BeHeard last year. We greatly value the support and advice provided by the Zeus team who worked tirelessly to deliver a successful transaction.

Richard Darlington

Corporate Finance Director, Zeus

It’s been a great pleasure to continue to support the MSQ team as they successfully create a collective of integrated, digital-led agencies. The acquisition represents another material acquisition for MSQ under LDC’s ownership demonstrating their ability to back ambitious management teams.

The acquisition of Elmwood is a major opportunity for the enlarged MSQ group to continue its fantastic growth story, cross sell services with new and existing clients and continue to grow internationally. We wish the team every success and look forward to working with Peter and Dan in the future.


If you would like further information, please get in touch with our team.

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