A letter from Kiltr · September 2026

Welcome to Kiltr.

You may know us as MSQ. From today, we're Kiltr.

When agency and client are out of kilter, the best work doesn't happen. Briefs miss the point. Budgets don't match the plan. The ambitions of a CMO pull against the anxieties of a procurement team. And agencies get paid for hours, not for the thinking that moves a business forward.

When they're in kilter, that changes. Strategy is shared. Briefs get smarter. The work counts.

Kiltr exists to reset the balance. We've sat on both sides of the table. So we built a licensed platform that gives agencies the training, methodology and tools to deliver marketing strategy as a service they can sell. Their clients get a partner who understands the commercial picture, not just the campaign plan.

This isn't new thinking in a new outfit. Since 2009 we've delivered more than 300 client strategy programmes and benchmarked more than 5,000 businesses on our nine-pillar methodology. What's new is the name, the platform and the ambition behind it.

We believe marketing belongs at the boardroom table and that agencies that bring the strategy earn their seat. If you believe that too, we'd love you to come along for the ride.

Make strategy work.