21st July 2025
We are delighted to have advised Precious Media (“Precious”), a connected commerce digital agency based in London, on its acquisition by MSQ, the next-generation creative, technology and media company that is one of the world’s fastest-growing marketing groups. Precious will initially retain its brand and transition to MSQ’s M3 Labs over time.
Established in 2007, Precious works at the intersection of content and commerce, leveraging strategy and insights to join up clients’ digital ecosystems and forge lasting connections between brands and their customers. Precious helps drive sales internationally for clients including Diageo, Hilton, Unilever and MARS.
Launched last year, MSQ’s 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.
Precious and M3 Labs will collaborate closely under a shared leadership structure to immediately bring joined-up thinking to clients. Collectively, M3 Labs’ team of 130 will work across London, Germany, Singapore, New York, Dubai and KSA with offshore hubs in Spain and India. Together they will deliver future-focused, always-on personalised content at scale and speed across all channels, backed by MSQ’s broader data, media and digital experience teams.
Under the new M3 Labs structure, Chairman Mark Crampton and Managing Director Rebecca Vickery will be joined by Precious’ founder Peter Christiansen, reporting into MSQ’s executive director, Kate Howe.
Kate Howe, Executive Director at MSQ commented:
“The acquisition of Precious brings real depth in global production, tech-enabled products and e-commerce with experienced innovative industry leadership. 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.”
Peter Christiansen, Founder and Managing Director of Precious, commented:
“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 great 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.”
“From our initial discovery sessions with Green Square, they have been at our side to guide us through the complexities and challenges of the process, which has been an exciting and insightful learning experience. Green Square’s dedication, attention to detail and positive attitude, along with their ability to focus on what really mattered, has been nothing short of outstanding! I’m truly grateful.”
Nick Berry, Partner at Green Square, commented:
“Getting to know Peter and the Precious team has been a fantastic experience. Precious’ client-centric approach and commitment to excellence are infectious. The continued growth of the business and the high esteem their clients hold them in are equally impressive.”
“The strategic alignment with MSQ has been clear from the outset, and the potential benefit for clients is exciting. We look forward to seeing the continued success of both parties during the next stage of their journey.”