Lively marcoms group MSQ Partners is launching a new media agency – Walk-In Media – headed by in-demand media exec Simon Davis.
Davis resigned as CEO of Blue449 (Walker Media as was) after nine years as owner Publicis Groupe tried to weld it to the Spark Foundry agency. Walker Media was originally a joint venture with M&C Saatchi.
MSQ, headed by CEO Peter Reid, already has what it calls a full-service agency (including media) in The Gate. In-Demand Media wil be based in MSQ’s London hub alongside The Gate.
Highly-regarded Davis is believed to have received a number of offers from media agencies since leaving Blue449.
Davis (above) says: “The move to impersonal, centralised specialist practices by the big holding companies may serve the biggest spending global clients, but it has hollowed-out their media agencies and damaged the quality of their service to mid-sized and smaller clients who are now being neglected.
“Walk-In Media will offer the service, transparency and breakthrough thinking you would hope for from an independent media agency, but with a global footprint and full specialist capabilities including digital performance, tech, data and content from Day One.” MSQ has eight international offices.
The launch of Walk-In Media follows an investment in MSQ from mid-market private equity firm LDC to support new talent and services and drive growth plans. Former MEC global CEO Charles Courtier was recently appointed chairman of MDC, which presumably played a part in persuading Davis to join the group.