MSL UK restructuring sees MSL London brand dropped

MSL London, SAS, and Capital MSL have joined together to form MSLGroup London in a major restructuring of the business.

LONDON: MSL London, SAS, and Capital MSL have joined together to form MSLGroup London in a major restructuring of the business.

Led by CEO Jeremy Sice, formerly head of digital and marketing agency SAS, the move is drawing together a team of more than 220 from across the three agencies to form MSLGroup's UK structure.

It includes an eight-strong cross-function board, with Capital MSL CEO Richard Campbell retaining his role leading the financial offering and MSL London CEO Kelly Walsh made chief strategy officer.

The MSL London name will be dropped as of January 2014, with SAS and Capital MSL retaining their brand identities for the time being.

Below the board, the core of the business is a 50-strong creative and production department staffed by the SAS team, alongside five planning and insight experts supported by 15 senior strategists.

They will sit alongside a 40-strong digital and social team and more than 100 employees covering sectors ranging from financial and internal communications to the corporate and consumer work offered by MSL London.

Sice said drawing together the three agencies, which has resulted in them sharing offices in London's West End, followed more than two years of planning.

“When it comes to a merger or an acquisition, you walk into a room and are told to start working together. To develop the best skills and best answers for clients, you need to know, trust, and be able to rate people, which two years has allowed us to do,” he said. “You can't do that in an M&A situation where you just tack a team on.”

Claiming the move did not result in any job losses, he also pointed to the role of the creative team as core to the group's services.

“The key thing when tackling a client issue is about having an open-mindedness when it comes to considering creative possibilities,” Sice added. “This is very different than bringing in a creative studio as an add-on – it will be about ensuring creativity, insight, and content are there at the start of the process.”

Sice declined to comment on whether the merger of Omnicom Group and Publicis Groupe, which owns MSL, had affected plans.

This story originally appeared on the website of PRWeek UK.

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