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LDC backs marketing communications group MSQ Partners

European investor LDC (Managers) Ltd. made a significant investment in MSQ Partners Ltd.

The transaction, which valued the marketing communications group at about £37.5 million, marks the exit for NVM Private Equity LLP, which bought the company in July 2014.

MSQ is a group of agencies including Holmes & Marchant International Ltd.; Smarts Communicate; Stack; IAS Smarts Ltd., which does business as Stein IAS; The Gate; and Twentysix London Ltd. catering to consumer and business-to-business brands and public sectors.

The investment will aid in the group's launch of its multidisciplinary model under the MSQ brand outside London, among other purposes.

MSQ CEO and co-founder Peter Reid will remain at the helm, alongside the company's current management team. John Clarke and Jonathan Bell of LDC will join MSQ's board as nonexecutive directors.

HSBC provided debt facilities. LDC was advised by Deloitte, Gateley and KPMG. MSQ was advised by GP Bullhound, Browne Jacobson and Grant Thornton.