Thu, 22 May 2025 | BUSINESS SALE
Marketing communications (marcoms) group MSQ has completed the acquisition of fellow London-based firm The Forge. Founded in 2013, The Forge is an innovation and strategy research firm that serves a global client base spanning sectors including retail, finance, fashion and entertainment.
The acquisition will complement MSQ’s existing business, which includes insights, analytics and strategy firm Freemavens. The deal also comes after the group completed two acquisitions last year, with deals for German customer experience firm UDG and New York-based creative agency SPCSHP.
MSQ Group CEO Peter Reid (pictured) commented: “The Forge is a brilliant addition to MSQ, the team brings greater depth and breadth to our strategic thinking, unlocks innovation growth opportunities for our clients and provides an opportunity for us to extend the scope of The Forge’s work beyond strategy and into activation harnessing our broader skills particularly in creative, design and digital.”
The Forge provides clients with customer insight and commercial expertise, developing customer-driven business strategies based on these insights, and generates annual revenues of around £4 million.
The acquisition will see The Forge join MSQ’s portfolio of a dozen subsidiary agencies, which comprises around 1,850 staff working across 24 global offices. Following the takeover, The Forge’s current leadership will work alongside MSQ Executive Director Bart Michels, while the company’s staff will work closely with the Freemavens team. According to the group, the deal will also provide The Forge with opportunities for expansion, particularly in Amsterdam.
Steven Melford, co-founder and Managing Director of The Forge, commented: "We've had a number of approaches over the years. Any growth partner had to ultimately fit our key criteria of being good people, with a strong cultural fit, a stimulating vision and a platform that would provide growth opportunities for our business, our clients and our team. MSQ ticks all the boxes and importantly has a strong track record of allowing entrepreneurial agencies to thrive under its ownership.”
Read our breakdown of the crucial tips and strategies for business sellers in M&A negotiation
Find out about the M&A trends that have shaped dealmaking in the ad-tech sector
Unique opportunity to acquire a successful provider of comprehensive branding and display solutions, offering a diverse range of services to enhance corporate visibility and impact.
An established design, print, and signage company located in the West Midlands offers a unique opportunity to acquire a well-regarded business in the creative industry.
Discover a thriving general commercial litho and digital printing business situated in central London, offering substantial growth potential.
Please choose your settings for this site below. For more information please read our Cookie Policy
These cookies are necessary for our website to function properly and provide you with access to all features.
These are analytics cookies that help us to improve the way our website works.
These are used to improve the functional performance of the website and make it easier for you to use.