Marketing agency MSQ Partners has appointed Joanna Lyall to the newly created position of executive director of media.

In her new role, Lynall will be responsible for shaping the future development of integrated services at the firm.

She will report to Peter Reid, MSQ’s CEO and sit on the group’s executive board. She will work closely with Simon Davis, CEO of Walk-in-Media and Ryan Scott, CEO of 26PMX.

“I’m excited to join at such a pivotal time for the industry,” she said.

”I’m looking forward to collaborating with the brilliant teams across MSQ and helping shape the next phase of growth.”

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Lyall has more than two decades of experience across start-up, scale-up and global networks. Prior to joining the agency, she has held roles at Mindshare, where she was UK managing director; Freeda Media and Brainlabs.

“There’s 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,” she added.

Lyall has also co-founded multiple businesses, including women’s health brand The Better Menopause and agency Grow.

“Joanna’s appointment marks an important milestone as we continue to accelerate the growth and evolution of our integrated model,” said Reid.

”She brings exceptional experience in building progressive, high-performing  agencies and a deep understanding of how to connect media and creativity in ways that drive meaningful results.”