Freemavens Welcomes Eleanor Lloyd-Malcolm as Co-Managing Director

Freemavens, MSQ’s next generation insights and analytics growth consultancy, has appointed VMLY&R Consulting lead Eleanor Lloyd-Malcolm as Co-Managing Director as the agency continues its rapid global growth. 

An innovative, visionary and inclusive leader bringing a wealth of experience leading data-driven insight, strategy and global client teams to drive collective growth, Lloyd-Malcolm will work alongside Freemaven’s existing Managing Director Lucy Thompson to further evolve the agency as it provides some of the world’s largest brands with cutting-edge data-driven insight and strategy.

Most recently Lloyd-Malcolm was the Global Head of Growth Strategy for VMLY&R Consulting and co-lead of the agency’s IX consultancy in the UK. Prior to that she spent over a decade at Kantar Consulting, where she was responsible for leading global client relationships and the business’ Brand Insight & Strategy offer. 

Lloyd-Malcolm started her career at the marketing strategy and insight agency, Added Value, where she led cultural insight, semiotics, and future thinking to drive consumer centric marketing and innovation. She has been a trusted strategic client partner working with an array of global businesses including Diageo, Arla, L’Oreal, Barclays, Unilever, EY, Danone and Colt Technologies. She also has a deep passion for DE&I, having successfully launched Inclusion practices and advised social purpose businesses such as Pivotal Ventures. 

Lloyd-Malcolm says: “I’m thrilled to join Freemavens at such an exciting point in time for the agency and MSQ. In a market of constant change and complexity it is no surprise that the business is already thriving given its enterprising approach to data and technology, passion for deep insights and ambition to drive transformative growth for our clients. It’s a pleasure to lead the truly diverse talent and exciting innovative culture at the heart of Freemavens. The opportunities ahead of us are boundless.”

MSQ’s Executive Board Director, Bart Michels, adds: “We’re delighted that Eleanor is joining Freemavens and MSQ. Eleanor will add her impressive experience, expertise, energy, and leadership to the excellent Freemavens team, and will form a formidable partnership with Lucy Thompson as Co-Managing Director. 

Freemavens sits at the heart of MSQ’s promise to help brands and businesses get closer to their customer, and Eleanor’s international brand, cultural insight and data-driven growth strategy skills will help Freemavens continue to play that role with increasing depth and breadth as we enter our next phase of growth.”

The recent acquisition of MSQ by leading international private equity firm One Equity Partners (OEP) injects further excitement around the growth potential for Freemavens and the group at large. The agency has already played a key role in a number of recent group wins, including Three UK, Greene King, Boots and NatWest.