MSLGROUP

MSLGROUP, also known as MSL, is an international public relations and strategic communications network that operates as part of the French communications holding company Publicis Groupe. Its work covers public relations, corporate and public affairs, digital and social media engagement, influencer and stakeholder communications, experiential marketing, sustainability communications, and related forms of reputation management. The network is organized through agencies and operating units in multiple national markets rather than as a single uniform local agency. The MSL name reflects the combination of Publicis Consultants and Manning Selvage & Lee, commonly abbreviated as MS&L. The business traces part of its corporate history to MS&L, which was acquired by Benton & Bowles in 1980. Benton & Bowles later merged with Leo Burnett, and that larger communications group was ultimately acquired by Publicis Groupe. Under Publicis ownership, MSLGROUP became a vehicle for assembling Publicis's public relations and engagement capabilities across regions and specialist disciplines. A major phase of expansion took place during the 2010s. The network added Indian technology and social-media specialist 20:20, China-based Eastwei Relations, a majority interest in Brazilian agency Andreoli MS&L, Taiwan's Interactive Communications and Genedigi Group, U.S. technology communications firm Schwartz Communications, and Poland's Ciszewski Public Relations. Further additions included marketing and experiential businesses, CNC Communications, Brazilian digital and social agency Espalhe, Washington, D.C.-based Qorvis Communications, Bulgarian and Romanian agencies, sustainability consultancy Salterbaxter, and several Publicis-affiliated operations in Central and Eastern Europe. MSLGROUP also extended its geographic footprint through rebranding and partnerships. Publicis operations in Sri Lanka and Thailand were brought under the MSL brand, while the network expanded into Vietnam, the Philippines, Nigeria, Canada, Australia, and the Czech Republic through acquisitions, strategic alliances, integrations, and new offices. Some businesses retained local identities with an MSL designation, while others were absorbed into existing network operations. Schwartz MSL, for example, was later fully absorbed into MSLGROUP. The network's service model combines earned media relations with broader communications and engagement programs. Depending on market and agency, its work can include corporate reputation, consumer and brand communications, technology public relations, public affairs, crisis and issues management, digital content, social media, experiential activity, sustainability reporting and positioning, and stakeholder engagement. The breadth of the network reflects Publicis Groupe's wider strategy of integrating creative, media, data, technology, and communications capabilities. MSLGROUP was ranked fifth jointly in The Holmes Report's 2016 global ranking of public relations firms by revenue and seventh in the firm's 2021 Global Top 250 PR Agency Ranking. The network was described as having more than 100 offices in 40 countries and approximately 2,000 employees as of February 2022. In 2019, global chief executive Guillaume Herbette left the organization and was not replaced in that role according to the cited account. In December 2021, a management team completed a buyout of Qorvis, separating that public-affairs specialist from Publicis Groupe and MSLGROUP. MSL continues as an active Publicis Groupe communications network, although its country-level structure and affiliated agency names have changed over time.

MSLGROUP's history combines the development of Manning Selvage & Lee, the public relations operations of Publicis Groupe, and a long series of regional acquisitions, integrations, and brand conversions. The MS&L business was acquired by Benton & Bowles in 1980. Benton & Bowles subsequently merged with Leo Burnett, and the combined communications group was later acquired by Publicis Groupe. This chain of ownership placed the MS&L heritage within one of the world's major communications holding companies. The modern network was shaped by the combination of Publicis Consultants and Manning Selvage & Lee. The resulting MSLGROUP identity connected Publicis's consulting and public relations capabilities with the MS&L name. Rather than relying only on organic office openings, Publicis expanded the network by adding agencies with local reputations or specialist expertise. In 2010, MSLGROUP acquired Indian firm 20:20, known for technology and social-media work, and acquired Eastwei Relations in China. Publicis also announced a majority stake in Brazilian PR agency Andreoli MS&L. The network accelerated its expansion in 2011. It acquired Taiwan-based Interactive Communications and Genedigi Group, technology communications firm Schwartz Communications, and Poland's Ciszewski Public Relations. Schwartz was renamed Schwartz MSL before later being absorbed into the wider network. In 2012, marketing firm King Harvests and experiential agency Luminous Experiential joined the group, while CNC Communications became part of MSLGROUP after a Publicis acquisition. In 2013, Brazilian digital and social-media marketing agency Espalhe joined through Publicis Groupe's acquisition of a majority interest. The following year brought several additions: Publicis acquired Qorvis Communications in Washington, D.C.; Publicis Consultants MARC in Bulgaria adopted a Publicis Consultants MSLGROUP identity; sustainability consultancy Salterbaxter became Salterbaxter MSLGROUP; Romanian agency The Practice joined the network; and Slovenian agency LiveCOM began operating as LiveCOM MSLGROUP. Capital MSL and Communications Networking Consulting also merged while retaining the CNC name, with the combined operation entering the MSLGROUP network in 2015. Expansion continued in 2015 and 2016. South African agency Epic Communications became Epic MSLGROUP. Publicis's Sri Lankan PR operation Arc PR was rebranded under MSLGROUP, and Vietnam-based Venus Communications began operating under the MSLGROUP name. Publicis also announced an equity partnership with the communications arm of Nigeria's Troyka Group, involving six agencies. In the Philippines, Arc began operating under the MSLGROUP brand through a strategic partnership with Publicis One. In Canada, MSLGROUP acquired North Strategic and its online video marketplace and content hub, Notch Video. Thailand's Arc PR was rebranded under MSLGROUP later in 2016. In 2017, MSL acquired The Herd Agency in New South Wales and rebranded it Herd MSL, establishing a direct Australian presence. Later that year, Publicis PR operations in the Czech Republic were integrated into a new MSL office in Prague. These moves illustrate the network's recurring model: retaining market-specific expertise while connecting agencies to a common international brand and Publicis Groupe infrastructure. The organization underwent leadership and portfolio changes after this expansion period. Global CEO Guillaume Herbette left in 2019 and, according to the cited account, was not replaced in the same position. In December 2021, Qorvis executives completed a management buyout and acquired the public-affairs specialist from Publicis Groupe, removing Qorvis from the MSLGROUP network. Despite this divestment, MSL remains an active Publicis Groupe network. It was ranked jointly fifth in The Holmes Report's 2016 global ranking of PR firms and seventh in the 2021 Global Top 250 PR Agency Ranking. The network was also recognized by PRWeek as a Best Place to Work in 2021 and 2022 and by PRovoke Media as a 2022 Best Midsize Agency to Work For.

1. 2021MSLGROUP ranks seventh globally by PR revenue

   The Holmes Report's Global Top 250 PR Agency Ranking placed MSLGROUP seventh by revenue.

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2. 2021Qorvis is separated from Publicis Groupe

   Qorvis executives completed a management buyout, taking the public-affairs agency out of Publicis Groupe and MSLGROUP.

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3. 2019Global CEO Guillaume Herbette departs

   Guillaume Herbette left the global CEO role, which the cited account says was not replaced.

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4. 2017MSL enters Australia and opens in Prague

   The Herd Agency was acquired and renamed Herd MSL, while Publicis PR operations in the Czech Republic were integrated into a new MSL office in Prague.

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5. 2016MSLGROUP broadens its Asia-Pacific and African footprint

   The network expanded through operations in Sri Lanka, Vietnam, Nigeria, the Philippines, Canada and Thailand, including acquisitions, partnerships and rebranding.

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6. 2015Epic Communications becomes Epic MSLGROUP

   South African communications agency Epic Communications began operating under the Epic MSLGROUP name.

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7. 2014Qorvis and several European agencies enter the network

   Publicis acquired Qorvis Communications, while agencies in Bulgaria, Romania and Slovenia adopted or joined MSLGROUP-related operations. Salterbaxter also became Salterbaxter MSLGROUP.

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8. 2013Espalhe joins MSLGROUP

   Brazilian digital and social-media marketing agency Espalhe joined the network after Publicis Groupe acquired a majority stake.

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9. 2012Marketing and experiential capabilities expand

   King Harvests and Luminous Experiential joined the network, while CNC Communications became part of MSLGROUP following a Publicis Groupe acquisition.

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10. 2011Four agencies join the network

    MSLGROUP added Interactive Communications, Genedigi Group, Schwartz Communications and Ciszewski Public Relations across Taiwan, the United States and Poland.

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11. 2010MSLGROUP begins a new acquisition phase

    The network acquired Indian technology and social-media specialist 20:20 and China-based Eastwei Relations; Publicis also announced a majority stake in Brazilian agency Andreoli MS&L.

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12. 1980MS&L is acquired by Benton & Bowles

    Manning Selvage & Lee was acquired by Benton & Bowles, beginning the ownership chain that later connected the business to Leo Burnett and Publicis Groupe.

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A multinational, integrated public relations and engagement network combining local-market agencies with Publicis Groupe's broader communications capabilities.

• Public relations and media relationsPublic relations

  MSL's core offering is strategic public relations, including media engagement, reputation building, message development and communications planning. The network delivers these services for corporate, consumer, technology and institutional clients through a combination of international resources and market-specific agencies.

• Corporate and stakeholder communicationsCorporate communications

  The network supports organizations in communicating with employees, investors, policymakers, communities and other stakeholders. Activities can include corporate positioning, executive communications, reputation management, organizational change communications and issues preparedness.

• Digital and social communicationsDigital marketing

  MSL's digital capabilities include social-media strategy, online engagement, content development, digital campaigns and community-facing communications. The network's acquisition of specialist agencies such as 20:20 and Espalhe helped extend its expertise beyond traditional media relations.

• Public affairs and issues managementPublic affairs

  Public affairs work addresses policy, regulatory and political environments, while issues-management programs help organizations prepare for and respond to reputational challenges. Qorvis was part of this capability until its 2021 management buyout and departure from Publicis Groupe.

• Experiential and engagement marketingExperiential marketing2012

  Through additions such as Luminous Experiential and related local operations, MSLGROUP developed event, activation and audience-engagement capabilities that complement conventional public relations and digital communications programs.

• Sustainability communicationsSustainability communications2014

  The Salterbaxter MSLGROUP operation added specialist sustainability and responsible-business communications expertise, supporting organizations in explaining environmental, social and governance-related positions and programs.

• 2021Qorvis executives complete a management buyoutM&A

  Publicis Groupe and Qorvis changed their ownership relationship after Qorvis had operated as part of MSLGROUP.

  What changed. A team of Qorvis executives wholly acquired the public-affairs specialist from Publicis Groupe.

  Aftermath. Qorvis ceased to be part of Publicis Groupe and MSLGROUP.

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• 2016MSLGROUP uses rebranding and partnerships to expand internationallyStrategy

  The network was extending its presence in markets where Publicis Groupe already had agencies or local communications relationships.

  What changed. MSLGROUP rebranded or partnered with operations in Sri Lanka, Vietnam, Nigeria, the Philippines, Canada and Thailand.

  Aftermath. The expansion increased the network's geographic reach and connected additional local agencies to the MSL brand.

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• 2014Publicis places Qorvis within MSLGROUPM&A

  Publicis Groupe sought to strengthen its international public-affairs and strategic communications capabilities.

  What changed. Publicis Groupe acquired 100 percent of Washington, D.C.-based Qorvis Communications and made it part of MSLGROUP.

  Aftermath. Qorvis operated within the MSLGROUP network until its executives completed a management buyout in 2021.

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• Criticism of Qorvis work for Saudi ArabiaControversy

  Qorvis MSLGroup was criticized for working with Saudi Arabia while the country faced allegations involving executions and repression of political protesters and opponents. Critics argued that the communications relationship helped improve or whitewash the country's human-rights image. Qorvis later left Publicis Groupe and MSLGROUP after a management buyout in 2021.

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• 2021Qorvis executives complete management buyout

  A Qorvis executive team acquired the public-affairs specialist from Publicis Groupe, ending its membership in MSLGROUP.

  M&A
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• 2019Guillaume Herbette leaves MSLGROUP global CEO role

  Guillaume Herbette departed the global CEO position; the cited account states that he was not replaced in that role.

  Leadership change
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• 2017MSL enters Australia through The Herd Agency

  MSL acquired the New South Wales-based Herd Agency and operated it under the name Herd MSL.

  M&A
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• 2016MSLGROUP expands into South Africa, Sri Lanka, Vietnam, Nigeria, the Philippines, Canada and Thailand

  The network used rebranding, acquisitions, equity partnerships and strategic alliances to broaden its presence across several emerging and established communications markets.

  M&A
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• 2014Publicis Groupe acquires Qorvis Communications for MSLGROUP

  Publicis Groupe acquired all of Washington, D.C.-based Qorvis Communications and placed the public-affairs agency within MSLGROUP.

  M&A
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• 2012MSLGROUP adds marketing, experiential and CNC communications capabilities

  King Harvests, Luminous Experiential, and CNC Communications became part of the broader MSLGROUP network through Publicis Groupe transactions and integration.

  M&A
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• 2011MSLGROUP expands through multiple international acquisitions and partnerships

  The network added agencies and specialist communications businesses in Taiwan, India, the United States, and Poland as part of its international expansion.

  M&A
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1. MSL
2. MSLGROUP official website