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SIM-only Mobile Network SMARTY Appoints MSQ as Lead Creative Agency

08/02/2022
Marketing & PR
London, UK
61
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MSQ will join up brand, direct response and customer communications to support SMARTY's next phase of growth

SMARTY, the SIM-only mobile network owned by Hutchison 3G, has appointed MSQ as its lead integrated creative partner. MSQ will work with SMARTY to help the network achieve transformational growth, joining up brand, direct response, and customer communications. The appointment was made following a competitive pitch, led by the AAR.

Launched in August 2017, SMARTY is powered by the Three UK network, with a mission to bring simplicity, transparency and trust to the mobile industry under the banner ‘Simple, honest mobile’.Its current agency roster includes Zenith (media) and Pretty Green (PR).

The SMARTY team will be run by a joined-up MSQ team, located in the group’s London HQ. It will blend The Gate’s creative and strategic leadership with MBAStack’s market-leading customer engagement, data and integrated expertise to develop a new brand strategy and creative platform to drive the next phase of SMARTY’s growth.

Jamie Elliott, chief executive of The Gate, MSQ’s creative agency, said: “SMARTY is a fantastically interesting challenger brand in an absorbing sector. We’re delighted the team have chosen us as partners for this next phase of transformational growth and that we’re going to be joining-up brand, response and customer engagement in so doing.”

Elin McLean, general manager at SMARTY said: “We’re delighted to bring MSQ onboard. From the outset, they understood our brand and impressed us with their strategic thinking and creativity. Together we share ambitions for success, creating relevant and stand-out work which delivers brand fame, customer loyalty and business growth.”

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