MSQ Partners appointed Joanna Lyall as executive director of media, a new role at the next-gen, creative-tech marketing agency.

Previously, Lyall served as U.K. managing director of Mindshare, as well as the U.K. managing director of Freeda Media. She was also the UK & EMEA CEO of Brainlabs and founded Grow, an innovation-focused agency within WPP.

She reports to CEO Peter Reid and sits on the group executive board. 

“There is a real potential to create something powerful by bringing creative and media thinking even closer together, building truly integrated solutions that deliver more value for clients in a rapidly changing landscape, and MSQ remains uniquely built to do this,” said Lyall.

MSQ is comprised of 15 agencies. More than 1,850 people work across 24 global offices, with entities in North America, Asia and the Middle East.

The company was recently appointed global media agency of record for Turtle Wax.

Client work has included Neutrogena, Marketreach and Smarty.