Design company Elmwood is now under the ownership of MSQ Group, with aims to combine forces with Holmes & Marchant.
MSQ Partners Acquires Elmwood and Merges with Holmes & Marchant to Form New Global Design Agency
In a significant move, MSQ Partners has acquired design consultancy Elmwood and merged it with Holmes & Marchant, creating a new global design agency model. The acquisition was supported by private equity partner LDC and is part of MSQ's strategy to deliver branded experiences to a wider client range.
The new model aims to create a highly integrated, full-service brand experience network. This network combines Elmwood's expertise in design consultancy with Holmes & Marchant's strength in shopper marketing and retail activation, under MSQ's holding company structure.
Key features of this new global design agency model include end-to-end brand experience solutions, global reach with local expertise, cross-disciplinary collaboration, data-driven insights, and a scalable and flexible agency model. This model represents a shift away from traditional standalone design or shopper marketing agencies towards integrated experience networks that deliver measurable shopper and consumer impact across multiple touchpoints.
Elmwood, with its offices in London, New York, and Singapore, will operate under the Elmwood name outside of Asia. The decision to do so was based on brand recognition, as Elmwood is more widely recognized globally, while Holmes & Marchant holds a stronger brand recognition in Asia.
The merged entity will operate as part of MSQ Group and employs approximately 200 people. The specific financial terms of the deal were not disclosed. MSQ chief executive Peter Reid explained the decision to Adweek, stating that the acquisition is a significant step in MSQ's growth strategy.
This acquisition and merger marks an exciting development in the world of design and marketing, as it brings together two renowned agencies to create a truly global design agency model. If you need more detailed or updated information after July 2025, I recommend consulting official announcements or press releases from MSQ, Elmwood, or Holmes & Marchant directly.
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