MSQ names Andy Edmonds GM for new data-driven studio in Asia

MSQ has appointed Andy Edmonds (pictured) as general manager of its MSQ Studios in Asia, a new division set up to push data-driven digital content at scale through smart tech. He is based in Singapore for his new role and reports to Paul Galesloot, chief executive of MSQ Asia and global chief executive of Elmwood. He also works with Global Studios lead Morgan Cox, who is charged with bringing the global plan together.

In an interview with MARKETING-INTERACTIVE, Edmonds said that he took on this new role as the opportunity to create something different - a globally distributed, intimately connected team of creative and production talents supported by an innovative creative technology suite - was too good to pass up.

“The business has grown rapidly in the UK and is now turning its attention to expanding internationally, too. The group is truly joined-up across its offices and is still agile enough to provide clients with the insight and solutions they truly need, but often struggle to get from regional agencies or larger networks,” he added. Some of the brands MSQ Studios has worked with include Arlo, AXA, Investment Managers Cancer Research UK and CFA Institute.

MSQ Studios has been running for a little over 12 months in Asia, and Edmonds said it's time to supercharge the growth develop the products and work closely with the group to unlock further potential. When asked about the studio's USP, Edmonds said it would be its ability to combine with and deliver strategic creative, data and tech capabilities at the speed, agility and cost levels demanded by the clients of today. "What that really means, we’ll use data to inform, best practise to create and technology and smarts to deliver at scale, globally," he added.

Overall, MSQ is also currently growing its studio capabilities globally and increasing staff on the ground in Singapore and Southeast Asia, and Shanghai with open roles in both locations. 

Edmonds was formerly senior regional growth director, APAC, at Media.Monks. Edmonds said that he counts himself as very fortunate to have been able to work with the agency. “Media.Monks helped me cut my teeth here in Singapore and the wider APAC region and taught me so much,” he added.

Prior to joining Media.Monks, Edmonds was with Havas Media Group for close to two years, where he was group content and operations director for Havas Entertainment and JUMP, and later interim managing director and head of Havas Performance. Edmonds also previously worked at iProspect, Chilli Digital and Greenlight, where he held roles such as head of product - content, director and co-founder, as well as head of outreach.

Edmonds told MARKETING-INTERACTIVE that he plans to kick off by helping with the growth of its current clients. "In Singapore, Elmwood, formerly Holmes & Marchants, has many longstanding partnerships, delivering brand strategy, design and packaging, and with us knowing so much about the brand we’re uniquely placed to drive the digital agenda whilst keeping creative at the heart of everything we do." He added that MSQ Studios will also look to driving its own client base and establishing itself as independent entity.

While Edmonds looks forward to digital trends such as localisation of global content, Web3.0, the metaverse and NFTs, he said that right now he wants to focus on delivering data and insight-driving creative that the studio can scale. "Brands still want big ideas and we’re here for that. But, that big idea isn’t enough anymore and they also want to see that big idea explode across the consumer journey and touchpoints. That’s where it starts to get very exciting for newer creative production agencies that don’t have to contend with the past and turn the ship around," he explained.

Separately, MSQ acquired design consultancy Elmwood to merge with design business Holmes & Marchant in November last year. The new consultancy now operates under the Elmwood name and will have 200 employees split across studios in London, New York, Singapore and Shanghai. Galesloot, who joined Holmes & Marchant in early 2020, heads up the enlarged operation. 

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