MSL UK

In a year defined by change, MSL UK reshaped its offer around a simple premise: in a fragmented attention economy, connection creates value. Under new leadership, the agency is bringing together diverse perspectives, disciplines and capabilities to create ideas that travel through culture and deliver measurable impact. This approach underpinned standout work across its three core business areas. For Novartis, TORCH Studios turned leadership training into storytelling, achieving a 9.6/10 NPS. For PUMA, “Go Wild” transformed brand positioning into global participation, while Huawei’s GT 6 launch made a technical product claim visible through a social-first endurance challenge with Mo Farah. For AXA, a nationwide campaign reframed the language of financial abuse, sparking recognition across multiple channels. Client relationships remain a cornerstone of the business, with a 93 per cent retention rate and significant organic growth across key accounts including PUMA and COTY. Internally, MSL UK continues to invest in culture and inclusion, with policies and partnerships designed to broaden access and support progression. With 20 new client wins, expanding capabilities in areas such as AI and employee experience, and sustained revenue growth, MSL UK is building a consultancy designed for how brands and organisations operate today.