Groz-Beckert, a leader in industrial machine needles and precision tools, has appointed MSQ Asia as its global creative agency of record. This decision follows a competitive pitch and coincides with Groz-Beckert’s strategic move to establish Singapore as its new global marketing hub. The partnership aims to enhance the company’s international brand presence and drive future growth.
MSQ Asia will spearhead the development of a new global campaign platform, integrating Groz-Beckert’s heritage with a forward-looking brand narrative. The campaign is set to launch globally in 2027. Kabilen Sornum, Vice President of Marketing & Digital for Asia Pacific at Groz-Beckert, stated, “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.”
The collaboration marks a significant transition for Groz-Beckert, which previously worked with Publicis Group. Andy Edmonds, General Manager of MSQ Asia, expressed enthusiasm about the partnership, noting the opportunity to build a distinctive global creative platform that reflects Groz-Beckert’s precision and innovation.
The new campaign will focus on crafting a compelling global narrative that aligns Groz-Beckert’s technical expertise with a modern creative platform. Jason Braddy, Executive Creative Director at MSQ Asia, highlighted the potential of B2B brands like Groz-Beckert to tell compelling stories, emphasising the brand’s rich heritage and promising future.
The campaign development is underway, with plans to roll out across key markets starting in 2027.
