Groz Beckert appoints MSQ Asia as Global Creative Agency of Record
Groz-Beckert, a global leader in industrial machine needles, precision parts, and systems, has appointed MSQ Asia as its global creative agency of record following a competitive pitch.
The appointment comes as Groz-Beckert establishes Singapore as its new hub for global marketing operations, signalling a strategic shift to strengthen its international brand presence and drive future growth.
“As we evolve our global marketing operations, it was critical for us to find a partner who understands both the complexity of our business and the opportunity ahead,” said Kabilen Sornum, Vice President, Marketing & Digital – Asia Pacific, Groz-Beckert. “MSQ demonstrated a strong strategic and creative approach, and we are excited to partner with them to shape the next phase of our brand globally.”
MSQ Asia will be responsible for leading global campaign development, delivering a cohesive creative platform that will be deployed across markets from 2027. The partnership marks a new chapter for Groz-Beckert, following a long-standing relationship with its incumbent agency, Publicis Group.
“We’re incredibly proud to be partnering with Groz-Beckert at such a pivotal moment in their business,” said Andy Edmonds, General Manager, MSQ Asia. “This is an opportunity to build a distinctive global creative platform that reflects the precision, innovation, and leadership that define the Groz-Beckert brand.”
The work will focus on building a clear and compelling global narrative for the brand, aligning its heritage and technical expertise with a forward-looking creative platform.
“B2B brands have some of the most compelling stories to tell – and Groz-Beckert is the perfect example. A brand with an incredible heritage and an equally incredible future. Through our Brand-Out Creative approach, the intent is to make sure the world sees both,” said Jason Braddy, Executive Creative Director, MSQ Asia.
The new global campaign platform is currently in development and will roll out across key markets starting in 2027.