Design firm Elmwood has been bought by MSQ Group, combining operations with Holmes & Marchant.
In a significant move, marketing services group MSQ has acquired international design firm Elmwood in a seven-figure deal. The acquisition is supported by private equity partner LDC and is set to expand MSQ's global reach and capabilities in design services.
The merged entity will continue to operate in London, New York, and Singapore, with Elmwood's 200 employees joining the team. Peter Reid, MSQ chief executive, explained this decision to Adweek, stating that the move was driven by brand recognition and the aim to deliver branded experiences to a wider client range.
The merged agency will operate under the Elmwood name outside of Asia, while Holmes & Marchant, which is seen to hold a stronger brand recognition in Asia, will continue to operate independently. This strategic decision allows the new agency to leverage the strong regional reputations and market positions of each brand while providing comprehensive global coverage.
The new global design agency model created by the merger of MSQ's Holmes & Marchant and Elmwood is a combined agency that will operate under two distinct brand names in different regions. It will use the Holmes & Marchant brand in Europe and the Elmwood brand in North America. This model integrates their capabilities to offer a unified global design service while maintaining the established brand identities specific to each region.
The acquisition does not affect the agency's operations in Asia. Holmes & Marchant, with its strong brand recognition in the Asian market, will continue to operate independently, strengthening the merged entity's global presence.
The decision regarding the use of names was made in relation to the merged entity's global operations. The aim is to enhance their global design expertise and service offerings by combining their strengths across these key markets. The merged entity will create a new global design agency model, offering services in London, New York, and Singapore.
The acquisition was a key step in MSQ's strategy to expand its global footprint and offer comprehensive design services to a wider clientele. With the integration of Elmwood's capabilities, MSQ is poised to deliver innovative and impactful branded experiences to clients around the world.
- Leveraging the global operations, the merged entity with Holmes & Marchant and Elmwood brands seeks to amplify its finance resources and technology infrastructure to deliver innovative and impactful branded experiences worldwide.
- To cater to a broader client base in business ventures, the new global design agency model will integrate the technical capabilities of both Holmes & Marchant and Elmwood, providing cutting-edge design services in Europe, North America, and Asia.
