Smarts

Smarts is a global PR and creative agency founded in 1990 and now part of MSQ. More than 200 people across London, New York, Amsterdam, Belfast and Glasgow use culture-led strategy to connect consumer brands with media, creators and audiences.

The agency is positioned for established consumer brands that want public relations, creative, social, influencer and media to operate around one cultural platform. MSQ ownership adds complementary data, media and production resources.

Smarts combines strategy, creative and design, content, social, influencer marketing, media relations, media buying and internal communications. Multidisciplinary teams are designed to move a campaign from cultural insight through creative expression and distribution.

The strongest fit is consumer and lifestyle marketing, including food and beverage, entertainment, retail and culturally active brands. Long client relationships and new internal-communications capability broaden the offer beyond short-term publicity.

Five offices span the United Kingdom, United States and Netherlands. MSQ provides access to additional media, data, technology and production specialists for international programs.

The agency’s digital authority rests on social, influencer, creator and content capability, supported by MSQ’s technology-enabled production and intelligence resources. The public site presents integrated services rather than a channel-by-channel silo.

A human editor reviewed Smarts’ current site and MSQ’s group materials. The evidence consistently supports 200-plus staff, international offices and a culture-led integrated offer; review-platform scores were excluded.

Smarts publishes its 1990 founding, 200-plus team and five offices. MSQ independently lists Smarts as its PR and creative agency and documents the Amsterdam expansion and group service relationships.

Technology signals include social and creator workflows, media buying, content production and access to MSQ Intelligence and AI-enabled production resources. No proprietary Smarts software product was publicly identified.

Smarts differentiates through culture as an organizing discipline across PR, creative, influencer, social and media. Its MSQ position allows the agency to add specialist production, data and paid-media resources without losing a distinct agency brand.

Compared with PR-only consumer firms, Smarts has stronger creative, influencer and media integration. Compared with large advertising networks, it offers a more focused culture-led PR identity backed by a broader specialist group.