An image that shows the combined logos of MSQ and UDG in front of a blue-red gradient of the two corporate colors of MSQ and UDG.

UDG becomes part of global media group MSQ

We are very happy to announce that UDG today has become part of the independent global creative, technology and media group MSQ.

Headquartered in London, MSQ has 1,850 colleagues operating across 22 global offices and 12 agency brands. Its ambitious growth strategy is to create multi-disciplinary hubs of scale in Europe, the US and Asia. Hubs where entrepreneurial agencies like UDG can thrive, collaborate and provide joined-up thinking to their clients, fusing together data, technology and creativity to create brand momentum.

Agencies within MSQ provide tech and digital transformation, data analytics/insight, digital, customer acquisition and engagement, creative development and production, media buying, PR & creator content, B2B marketing and sport and entertainment activation.

As this range of services and skills fits in perfectly with UDG's portfolio, we were approached by the Frankfurt team of One Equity Partners, the majority shareholder of MSQ. One Equity has been following UDG's progress closely and recognised it as an excellent complement to MSQ.

With MSQ, we are therefore convinced that we have found the perfect home for us, our customers and our team. MSQ’s depth and breadth of multi-disciplinary capabilities, investment track record, global footprint and culture provide an ideal platform for us to build out our presence and our skills.

By collaborating with MSQ’s colleagues, particularly across digital experience, product and transformation capabilities, our collective vision is to create a digital customer experience and tech powerhouse internationally, delivering high quality strategic solutions and technology enablement, initially in Europe but quickly accelerating into North America to help match the global footprint of our clients.

It’s an exciting time for us all here at UDG, with a clear path ahead but very much with the focus on business as usual.

An image that shows Mathias Reinhardt (Managing Partner UDG), Ben Rudman (Executive Director MSQ) and Florian Frey (Managing Partner UDG).

left to right: Mathias Reinhardt (Managing Partner UDG), Ben Rudman (Executive Director MSQ) und Florian Frey (Managing Partner UDG)

UDG will continue to be led by Co Managing Partners Mathias Reinhardt and Florian Frey, reporting into MSQ’s Executive Director Ben Rudman. He is looking forward to our future together:

‘UDG has built an enviable agency delivering for leading global brands. Their customer experience and engineering capabilities build on and complement those within MSQ and I look forward to welcoming Mathias, Florian and the UDG team to the MSQ family as we work to deliver our collective vision.’