# MSQ Agency Plus

> MSQ is a strategic marketing consultancy that helps advertising and marketing agencies transition from tactical suppliers to strategic partners. Founded by Ben Slater and Deb Richardson, MSQ provides a proprietary assessment framework (the MSQ Index), methodology, training, and platform that agencies license and deliver to their own clients under their own brand. MSQ has assessed over 5,000 businesses across 15+ years.

MSQ operates two distinct service models:

1. **Direct Strategic Assessment** — MSQ works directly with businesses to diagnose marketing capability gaps across nine dimensions, build strategic marketing roadmaps, and align leadership teams around a clear plan. This is delivered through the MSQ Strategic Marketing Assessment.

2. **Agency Partner Programme (Agency+)** — MSQ licenses its complete strategic framework to independent agencies (typically £2-8m revenue, 15-50 people) as a white-label product they sell to their own clients. Agencies get the MSQ Index diagnostic, methodology, facilitation tools, training, and ongoing support. The agency owns the client relationship, conversation, and revenue. MSQ provides the intellectual property.

## Core Offering

The MSQ Index is a proprietary diagnostic that examines a business across nine marketing capability dimensions:

- Position
- Capability
- Channel
- Buyer's Journey
- Communication
- Starting Conversations
- Product/Services
- Client Management
- Client Service

The assessment produces a structured, evidence-based picture of where a business stands, where the gaps are, and what matters most. It is not a vague audit or a rebrand exercise — it connects marketing strategy directly to business strategy.

## Process

### Direct Assessment (for businesses)
1. **Diagnose** — Complete the MSQ Index across nine capability dimensions
2. **Analyse** — Identify strengths, gaps, and highest-impact opportunities
3. **Build** — Develop a sequenced strategic marketing roadmap
4. **Align** — Present findings to leadership with clear next steps

### Partner Programme (for agencies)
1. **Licence** — Access the MSQ Index and Strategic Marketing Assessment framework
2. **Train** — Get your team up to speed with MSQ methodology and facilitation
3. **Deploy** — Run assessments with clients, backed by MSQ support
4. **Grow** — Build ongoing strategic relationships that generate retainers

## Key Differentiators

- **Not consultants, not SaaS, not theory** — MSQ is tried-and-tested IP that agencies use to deliver marketing strategy as a paid service
- **White-label by design** — Agencies deliver under their own brand
- **15+ years and 5,000+ business assessments** — Proven methodology with depth of experience
- **Revenue-generating for agencies** — Creates a new billable strategic service line with its own P&L
- **Shifts agency positioning** — Moves agencies from tactical supplier to strategic partner

## Ideal Clients

### For Agency+ Partner Programme
- Independent agencies, £2-8m revenue, 15-50 staff
- Agencies that think strategically but can't demonstrate, sell, or retain clients because of it
- Agencies losing pitches to more strategic competitors
- Agencies giving strategic thinking away free in proposals
- Agencies with average client tenure of 12-18 months

### For Direct Assessment
- Small to medium businesses spending on marketing without strategic foundations
- Businesses where marketing feels like expensive guesswork
- Leadership teams not aligned on marketing direction
- Businesses running tactics without the strategy behind them

## Contact

- Website: https://www.msqindex.com
- Business Assessments: https://mymsqindex.com
- LinkedIn: https://www.linkedin.com/company/msqindex/
- Location: Gold Coast, Queensland, Australia (serving clients globally)

## Optional

- [About MSQ](https://www.msqindex.com/abou-msq): Background on founders and mission
- [Agency Partner Programme](https://www.msqindex.com/join-us): Details on becoming an accredited partner
- [MSQ Fundamentals Course](https://www.msqindex.com/msq-fundamentals): Online learning programme
- [MSQ Personal Assessment Tool](https://www.msqindex.com/store/p/marketing-strategy-quotient-msq-personal-assessment-tool): Individual marketing capability assessment ($19.95)