Church & Dwight appoints MSQ Partners as lead communications agency

Advertising, Business

Consumer packaged goods company Church & Dwight has appointed MSQ Partners as its lead creative agency, with the review run through Creativebrief.  This is the first time in 18 years that Church & Dwight has reviewed its agency partner. The team will comprise of MSQ Partners agency The Gate London leading on creative and strategy, with Stack and Smarts Communicate providing specialist digital and social support.

Church & Dwight has built a strong portfolio of market-leading and challenger brands, having grown considerably since it was established in 2001. MSQ will act as global lead agency on Pearl Drops, Femfresh and Anusol, and will work across the rest of the portfolio of personal, oral and healthcare brands in a UK or European capacity (including Arm & Hammer, Nair, Stérimar, Orajel, First Response, Pre-Seed). Batiste will continue to be led by BMB.

We’re very excited to start working with MSQ to determine the best creative routes for our portfolio of brands. We want to build long-term platforms for each brand globally, as well as in the UK.

Michael Benson,

Marketing Director Church & Dwight

Church & Dwight is a dynamic, ambitious company with a fast-growing portfolio of brands.  It is a further validation of the strength of our multi-disciplinary model and we’re thrilled to be chosen as partners.

Peter Reid,

CEO MSQ Partners


MSQ Partners is a group of creative agencies with 25 international offices. It comprises six agencies in total, spanning advertising, public relations, direct and digital marketing, design and brand strategy and B2B, and is the fastest growing multi-disciplinary group in the UK. Clients are offered the choice of working with individual agencies or with a multi-disciplinary team designed around their specific needs. Unique to an international group of our scale and reach, our 70 most senior employees are all shareholders in the group, providing a strong incentive for effective collaboration across agencies.

Church & Dwight UK Ltd, are a thriving UK operation and part of the very successful global Church & Dwight Co. Inc. based in Ewing, New Jersey, USA and listed on the New York Stock Exchange. Church & Dwight UK Ltd operation were established in 2001. The product portfolio consists of well-known brands such as Arm & Hammer dental care, Pearl Drops, femfresh, First Response, Nair, Orajel, Sterimar, Viviscal and Batiste sold via the grocery, pharmacy, drug stores and independent chemist channels. In the UK, the company has offices and a factory located in Folkestone and is Church & Dwight Co., Inc.’s third largest market internationally. The company also operates its European Supply Chain from the UK and the UK factory manufactures the majority of the product portfolio.