MSQ Acquires New York-Based Creative Agency SPCSHP as it Continues Stateside Expansion

Next generation independent creative, technology and media company MSQ has acquired leading New York-based creative agency SPCSHP. The acquisition more than doubles London-based MSQ’s presence in the U.S., increasing annual revenues in North America to $100MM and accelerating its ability to deliver agile, multi-disciplinary solutions that- fuses together data, tech and creativity to build effective brand momentum for its clients.  

MSQ’s ambitious international investment strategy to grow organically and through acquisition is backed by leading private equity groups One Equity Partners and LDC as it creates hubs of scale in North America, the UK and Europe – where entrepreneurial agencies can thrive, collaborate and provide joined up thinking to their clients. 

Previously known as Big Spaceship, SPCSHP is an independent creative agency famous for its innovative digital marketing strategies and solutions. With this acquisition, SPCSHP gains access to MSQ’s global network of best in class agencies, allowing it to provide a broader set of marketing solutions to its roster of Fortune 100 brands and better position itself for growth. Founder and Chairman Michael Lebowitz and CEO Ranae Heuer will continue to lead SPCSHP as part of MSQ’s U.S. team, with SPCSHP's 140 colleagues joining MSQ’s 1,200 colleagues operating across 13 global offices. 

“SPCSHP is a shining light in the U.S., and its success is of huge credit to Michael, Ranae and the team. They have consistently delivered innovative creative work, executing integrated campaigns for their long-standing brand partners to a wide audience,” said MSQ Global CEO Peter Reid. “The agency’s increasing scopes of work and recent wins are a testament to their value in the industry, and we’re delighted to have them as part of our group.”

Founded by Lebowitz almost 25 years ago, SPCSHP is one of the U.S.’ most successful digital creative agencies. It recently became Dairy Queen’s U.S. creative agency of record and has held a similar position with JP Morgan Chase and Starbucks for five and seven years respectively. SPCSHP has also worked with Google for more than 15 years, setting the standard for long running brand and agency relationships in an ever-changing industry. Other clients include PepsiCo and Early Warning Services.

“SPCSHP represents most of my professional life and nearly half my life overall. I'm massively grateful to the many people who helped build it to what it is today,” said SPCSHP Founder and Executive Chair Michael Lebowitz. “As we began considering who to partner with for our next phase of growth last year, MSQ emerged as the clear choice. I believe Peter and his team have the right alchemy of ambition and creativity to open up a world of opportunity to our clients and our crew.”

Acquiring SPCSHP marks the latest move in MSQ’s U.S. expansion plans. In the last two years, Smarts (PR and creative), BraveSpark (creative production agency), MMT (web and digital product development) and Walk-In Media (full service media) have joined established U.S. sister agencies The Gate (creative and CRM), Stein IAS (B2B media) and Elmwood (branding and design) under the MSQ portfolio. North America President Aaron Lang, who oversees MSQ’s U.S. operations, will work closely with Lebowitz and Heuer. 

“This acquisition really ignites our growth in the U.S. and what solutions we’re able to deliver to clients,” said MSQ North American President Aaron Lang. “We are excited about the future opportunities stateside and across the globe that we can unlock with SPCSHP as part of the MSQ family.” 

“We are seeing market demand for ideas at scale, and becoming part of the MSQ global network will be a game changer for us and our clients,” said SPCSHP CEO Ranae Heuer.

The news of SPCSHP’s acquisition follows the creation of MSQ Sport + Entertainment, led by former M&C Saatchi’s Steve Martin and Jamie Wynne-Morgan, to build a global sport and entertainment agency. 

Terms of the SPCSHP deal were not disclosed.