MSQ Merges Freemavens and The Forge to Create New Consultancy Forge

London-based marketing and tech services group MSQ has announced the merger of its insight and strategy businesses, Freemavens and The Forge, integrating them to form a new consultancy called simply Forge. The merger was revealed on March 9, 2026, as part of MSQ’s strategic growth plan to enhance its consulting offerings.

MSQ was originally established through a management buyout of marcoms group Media Square in 2011 and has since expanded its services to include advertising, PR, design, brand strategy, and direct digital marketing. The company employs around 1,900 people working from 24 global offices, hosting a portfolio of nine other agencies, including Big Spaceship and MSQ DX.

Freemavens was acquired by MSQ in 2020, along with its then-parent company Be Heard, while The Forge was integrated into MSQ approximately ten months prior to the recent merger. The Forge had established a reputation for serving global clients across multiple sectors, including healthcare, consumer products, retail, fashion, entertainment, and finance.

The newly formed Forge will be headquartered in London, with additional offices set to open in Amsterdam and New York. The leadership team will include CEO Steven Melford and Chief Growth Officer and Managing Director, Eleanor Lloyd Malcolm. They will report to MSQ Executive Director Bart Michels, a former executive at Kantar.

Forge aims to assist clients in identifying and pursuing growth opportunities through five key consulting capabilities: Foresight & Trends, Dynamic Demand, Growth Strategy, Go-to-market Innovation, and Business Capability & Implementation. Bart Michels highlighted that the strategic consultancy market is poised for disruption, citing a gap between innovative strategic thinking and achieving tangible business impact. The merger combines senior consulting expertise with intelligent data, integrated technology, and applied creativity, positioning Forge to effectively address this gap.

Melford also remarked on the unique merging of exceptional talent—described as ‘deep thinking’—with best-in-class data, artificial intelligence technology, and creative capabilities, reinforcing the innovative approach of the new consultancy.

This merger reflects MSQ's ongoing commitment to enhancing its service offerings and establishing a significant presence in the consultancy sector, as it seeks to bridge the divide between strategy and practical application for its clients' needs.