Wooshii and PRECIOUS Media Join M3 Labs to Build Leading Global End to End AI and People-Powered Production Agency

M3 Labs, MSQ’s production agency has acquired the London-based agencies PRECIOUS Media and Wooshii as it builds out its leading global end-to-end AI and people-powered creative production offer.

Launched last year, M3 Labs helps businesses Make, Manage and Measure their marketing content, delivering culturally relevant content faster and more effectively. The business has become a key part of MSQ’s end-to-end offer and, earlier this year, MSQ merged its creative studio, Brave Spark, into M3 Labs.

Connected Commerce agency PRECIOUS Media, established in 2007, leverages strategy and insights to join up clients’ digital eco systems and forge lasting connections between brands and their customers. It helps to drive sales internationally for Diageo, Hilton, Unilever and MARS, clients it shares with MSQ. PRECIOUS will operate independently and retain its agency brand but transition to M3 Labs over time.

Founded in 2009, Wooshii combines AI and data with a global production solution. From a central hub, Wooshii has a global network of around 16,000 vetted creators across 132 countries to deliver video production services for clients including Amazon, Thermo Fisher and Kia. The production side of Wooshii will rebrand and integrate into M3 Labs. Its transformative AI creative services products, which help power production for some of the largest agencies in the world, will operate independently and retain the Wooshii brand.

Wooshii’s production side, PRECIOUS Media and M3 Labs will all collaborate closely under a shared leadership structure to bring joined-up thinking to clients immediately. Collectively M3 Labs’ team of 130 will work across London, Germany, Singapore, New York, Dubai and KSA with offshore hubs in Spain and India, delivering future-focused, always-on, personalised content at scale and speed across all channels, backed by MSQ’s broader data, media and digital experience teams.

Kate Howe, who oversees M3 Labs, said: “The acquisitions of PRECIOUS and Wooshii bring real depth in global production, tech enabled products and e-commerce with experienced innovative industry leadership.

“With some of the best tech innovators in the market, Wooshii is at the cutting edge of the use of AI to transform creative services – which we will rapidly embed across our business. With our investment, scale and existing capabilities in this area, together we can reach higher, further and faster while ensuring the huge importance of craft and human insight is built in at every step.

“PRECIOUS adds significant e-commerce and behavioural experience and will enable us to connect the dots even more than before with shared clients so that we are aligning brand profile with sales impact.”

Under the new M3 Labs structure, Chairman Mark Cramphorn and Managing Director Rebecca Vickery will be joined by the Wooshii team of Fergus Dyer-Smith (CEO), Darryl Newton (COO) and PRECIOUS Media’s Peter Christiansen (Director), reporting into MSQ’s Executive Director Kate Howe.

Founder of Wooshii and CEO of M3 Labs Fergus Dyer-Smith, commented: “MSQ brings scale, an international footprint and the opportunity to keep ahead of technological advances through continued investment to Wooshii.

“We are excited about the opportunities ahead and, working as part of an enlarged entrepreneurial team.”

Founder and Managing Director of PRECIOUS and Director of M3 Labs, Peter Christiansen, said:

“The opportunity to join a bigger team with like-minded people that bring other skills to the table to benefit our clients, while retaining what makes PRECIOUS the unique agency it is, made this a really interesting proposition. MSQ is a group fit for entrepreneurial agencies to grow and collaborate and I look forward to working with the enlarged M3 Labs team to the benefit of our business, our people and our clients.”

In May, MSQ acquired London-based insights-led strategy and innovation consultancy The Forge.

For more on the news, check out Little Black Book's in-depth article here.