MBCS integrates Kinesso’s Creators & Content team to strengthen integrated content offering

Full service creative agency MBCS has today announced the strategic integration of Kinesso’s Creators & Content team, further strengthening the agency’s position as a market-leading hub for content creation, influencer partnerships, and community engagement.

The integration follows the recent appointment of Matt Holmes as MBCS’s Head of Creative Strategy and Ideation after unveiling a refreshed approach, aimed at helping brands stand out with ideas that reach far beyond paid media, driving talkability, cultural relevance, and real-world impact.

Led by Alexis Whelan (pictured above), the Creators & Content team will be at the forefront of social strategy, influencer marketing, and community management, aligning with the agency’s mission to deliver best-in-class content experiences across platforms. Whelan reports into MBCS MD, Harry Preston.

“This evolution allows us to bring together the strategic expertise of Kinesso’s influencer and community team with the creative firepower of MBCS,” says Preston. “The result is a stronger, more connected offering for our clients, who are increasingly seeking integrated content ecosystems that can deliver both cultural relevance and measurable impact.

“The move represents a deliberate step toward unifying content creation and content activation under one roof, ensuring a more seamless, agile, and insight-led approach for clients. It also mirrors similar structural integrations taking place across global markets, reinforcing the group’s commitment to delivering consistent and scalable content solutions.”

Says Whelan: “We’ve always believed in the value of creators and communities in building meaningful brand engagement. Joining MBCS gives us the chance to deepen our impact and collaborate with creative specialists. We couldn’t be more excited for what’s ahead.”

The Creators & Content team bring relationships with clients from across IPG’s agency portfolio, including Dyson, MLA, New Balance, Old El Paso, HBF, NRMA Insurance and King Living, and will provide a further service offering option for existing MBCS clients such as LEGO, GMSV, and Better Beer.

The integration enhances MBCS’s already robust capabilities in creative strategy, branded content, activations, and partnerships, ensuring clients benefit from a unified approach to storytelling, distribution, and engagement.

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