Karo Healthcare picks MSQ for global creative roster

Karo, European consumer healthcare company and owner of E45, has picked MSQ to join its global creative roster.

The appointment follows a competitive pitch managed by Flock Associates, where MSQ took on several global marketing groups.

The work will be led by MSQ’s creative shop The Gate, and co-ordinated through MSQ’s London office, with support from MSQ offices in markets across Europe, Asia and the US. 

Karo currently works with MSQ brand design agency Elmwood.

The appointment will not affect the company's relationship with T&Pm, which continues to produce work for E45.

Anna Hale, chief marketing officer at Karo, said: “We are delighted to be extending our relationship with MSQ, working across our portfolio of global brands and helping us deliver best-in-class strategy, creative and execution – all in equal measure, to accelerate our business growth and take it to the next level.”

MSQ will now be part of Karo’s global agency network, responsible for creating campaigns across Karo brands such as E45, Lamisil, Multi-Gyn, Remescar and Nutravita.

Steve Binding, head of design and creative at Karo, added: “I was impressed by the collaborative and creative approach that MSQ delivered throughout the pitch and look forward to working with them to further help us elevate our creative quality and excellence.”

The work will span integrated content and creative through-the-line efforts. 

James Middlehurst, managing director of The Gate (MSQ), said: “The multichannel nature of the work plays to the strengths of MSQ, requiring joined-up thinking and an appreciation of how we can flex our creativity across different markets. 

“The opportunity in the consumer health category is huge and we are looking forward to kicking off some brilliant projects this year.”

E45 won Channel 4’s Diversity in Advertising Award in 2023, releasing a film called “This is me, this is my space” by T&Pm. It explored the stories of trans women and the struggles they experience with their skin.

Florian Voigt, principal consultant at Flock Associates, added: “It was a pleasure to work with the Karo team and to help create what we are certain will be a strong and long-lasting relationship with the MSQ team. We look forward to seeing the great work this new partnership will create.”

This article originally appeared on Campaign here.