MSQ Hires Kantar's Bart Michels to Shape Insight Arm

In London, marketing group MSQ has appointed former Kantar exec Bart Michels as Executive Director, and Executive Chairman of its data-driven consultancy, Freemavens. In this role, he is responsible for driving MSQ's client growth agenda and shaping the group's insight offer.

MSQ comprises a group of ten agencies including London and China-based research and insights specialist Freemavens (acquired in 2017 by Be Heard Group, which was in turn acquired by MSQ last year). Michels (pictured) joins after seventeen years at WPP and Kantar, where he most recently served as CEO of the latter's Consulting division in Europe, and UK Country Manager of the Kantar Group; having previously been Global CEO of WPP's Added Value. Earlier in his career he held senior client-side roles at Virgin Media, Coca-Cola, Kellogg's and Glaxo SmithKline.

In his new position, Michels will take on a Board role at MSQ, supporting the development and delivery of the group's growth strategy as it continues to expand its capabilities in the UK and internationally; and he will work with Freemavens' leadership team, led by MD Lucy Thompson and co-founder Andrzej Moyseowicz. He will also work closely with MSQ's other Executive Directors Kate Howe and Ben Rudman, as well as with CEO Peter Reid and Chairman Charles Courtier.

Commenting on the appointment, Reid said: 'As a joined-up, global marketing group we believe we can lead the way in the insight space, and bringing in someone with Bart's experience and skillset will enable us to do just that. He knows how to get the very best out of a marketing group and its agencies, and more importantly he knows what it takes to help brands and businesses grow'.

Web sites: www.msqpartners.com and www.freemavens.com .