Kantar Chief Bart Michels Joins MSQ as Executive Director

MSQ, one of the UK’s fastest-growing marketing groups, has hired Kantar’s European CEO of Consulting and UK country manager, Bart Michels, as executive director.

Bart brings his experience as a marketer and as a network agency lead to MSQ to help the group’s clients get closer to their customers and unite their technology, insight and marketing agendas in more agile and effective ways.

He 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. 

He will also become executive chairman of Freemavens, MSQ’s insights and analytics consultancy. Bart will work with Freemavens’ leadership team, led by managing director Lucy Thompson and founder Andrzej Moyseowicz, to help shape its evolution and drive effective connection into the wider MSQ proposition. 

Bart started his marketing career client-side, working in marketing and brand strategy at companies including GlaxoSmithKline, Kellogg’s and Coca-Cola. He became the group brand and communications director of Virgin Media before joining WPP’s Kantar group. He became global CEO of Added Value, the network’s marketing strategy and insights consulting business, and ultimately European CEO of Kantar’s combined Consulting Division.

He was made UK country manager of Kantar Group in 2016, overseeing client growth, thought leadership, marketing and industry D&I activities at a country level, working with senior clients and with the leadership across all Kantar Divisions.  

Bart joins an expanding MSQ leadership team with a broad set of marketing, tech and data skills. He will work closely with MSQ’s other executive directors Kate Howe and Ben Rudman, as well as with chief executive Peter Reid and chairman Charles Courtier.

Earlier this month MSQ made its third acquisition in a year as it accelerates its growth strategy, acquiring the creative production studio Brave Spark.