Who We Are
We are committed to advancing the communications industry through cutting-edge analytics, unique creative, impactful earned-first storytelling, strategic stakeholder engagement and sophisticated influencer marketing.
Capabilities and services
- Brand development
- Community management
- Content development and production
- Crisis and issues
- Data & analytics, insights and measurement
- Employee engagement
- Executive visibility
- Experiential/event marketing
- Influencer marketing
- Media relations
- Media training
- Public affairs
- Social purpose and sustainability
CEO, MSL APAC & MEASeoul, Korea
Margaret Key serves as CEO, Asia-Pacific, Middle East and Africa for MSL. Margaret also oversees the operations of MSL’s recently opened office in Seoul, South Korea.
She was most recently named by Holmes Report as one of the Top 15 People to Watch in the Global Public Relations industry in 2021.
Prior to MSL, Margaret served as the CEO, Asia Pacific, of Zeno Group, the sister agency of Edelman Worldwide. She was also the CEO of Burson-Marsteller in Asia-Pacific from 2015-2018 and worked with the firm for eight years across China, Hong Kong and Korea.
Before joining Burson-Marsteller, Key served as the Managing Director of Edelman rising to the role of Japan/Korea head, before leaving in 2010. During her nine years with Edelman, she served in both local and regional roles including Director of Regional Health in Hong Kong, and General Manager, Edelman Korea. She has extensive experience in corporate and healthcare communications with specific focus on corporate communications, executive coaching, CSR and crisis & issues management.
Key started her career at Hyundai Motor Company, where she managed international corporate communications as part of the company’s first overseas public relations team. She also worked as part of Hyundai Development Company’s investor relations team, supporting outreach with the international financial community during a time when most Korean companies were making their first foray into proactive financial communications. In 2012, Margaret served as the Foreign Media Spokesperson for President Elect Park GeunHye, former Korea President (2013 –2017).
CEO, MSL U.S.New York, NY, U.S.
Diana Littman is on a personal mission to reimagine what public relations can accomplish — especially when data, culture and creativity are at its core — and what a communications agency looks like. As CEO of MSL U.S., Diana leads the award-winning agency known for its sophisticated earned and influencer engagement work and world class client roster including Procter & Gamble, GM, Lilly, J.M. Smucker, Lilly, Gilead and KitchenAid to name a few. With deep expertise in corporate and brand communications alike, MSL is a fundamental part of Publicis Groupe’s integrated model and sits on key executive teams within Publicis U.S. She works closely with the Publicis Groupe executive team and reports to Arthur Sadoun, global chairman and CEO of Publicis Groupe. Since joining MSL two years ago, Diana and her teams have pushed category boundaries, changed conversations and culture, and delivered meaningful reputation and business growth through marketing driven communications and communications driven marketing. From its Leadership Index that help propel executives into industry visionaries to its investment in a fluid and advanced tech stack for real impact to its commitment to improving diversity and inclusion in the influencer marketing space, Diana’s entrepreneurial spirit and obsession with accelerating transformation runs through the agency’s DNA. MSL was recognized as PRovoke’s North America Consumer Agency of the Year in 2020 and for two consecutive years Diana was named to PRWeek’s Power List. She is a two-time honoree on the PRWeek and MM&M Health Influencer 50, has been on PRovoke’s 15 to Watch List and was a PRWeek 40 Under 40 in 2010. Her clients and work have been widely recognized in the industry with SABRE Awards, Effie Awards, Cannes Lions, PRWeek Awards, MM&M Awards and many more. Prior to joining MSL, Diana was Chief Integration Officer (a first-in-the-industry role that is now ubiquitous) at Marina Maher Communications/Omnicom focused on reinventing the way public relations works with marketing, data, digital and creative driving her passion for delivering bigger programming and bigger impact. She also spent a decade at Cohn & Wolfe/WPP (now known as BCW global).
Head of Publicis Consultants, FranceParis, France
With a broad experience in France and abroad, Alexandra has built her career between agencies, major public sector companies and Tech giants, in crisis management, executive consulting, and public and government relations. Before joining Publicis Consultants, she was Director of Public Affairs and Government Relations at Uber for France and Southern Europe. Previously, she spent nearly ten years at Google where she oversaw strategic partnerships in EMEA, after 7 years in public and government affairs in France. Before joining Google, Alexandra spent two years at Havas, as Director of the Influence division and 4 years at France Télévisions, in the Institutional Relations Department.
CEO, MSL U.K.London, U.K.
Chris McCafferty is CEO of Publicis Groupe’s Influence practice in the UK, overseeing MSL and sustainability consultancy SalterBaxter.
Prior to Publicis, he was the founder of Kaper, part of the Karmarama Group which acquired by Accenture Interactive in 2016. After the sale, Chris was Managing Director of Accenture Interactive’s Experience Agency, including working with GSK, helping clients combine right-brained consultancy thinking with left brain creative thinking.
As founding Corporate Communications Director at MySpace, Chris was instrumental in its successful launch across Europe. Prior to MySpace, Chris was the first ever Corporate Affairs Director at MSN UK, part of Microsoft.
Chris has advised some of the world’s most prominent founders and CEOs including Bill Gates and Heinekens’ owner Charlene Heineken.
CEO, MSL CanadaToronto, Ontario, Canada
Justin Creally is CEO MSL Canada with oversight of MSL, North Strategic and Notch Video, the 100+ person team transforming the public relations, influencer relations and content marketing strategies deployed by blue-chip brands in the Canadian market.
Justin has built his career as an innovator and creative strategist fusing digital platform innovations with earned media and corporate storytelling. Justin has more than 20 years of experience in PR, social media and brand strategy working alongside some of the country’s best marketers and communications leaders. Together with his senior leadership team, Justin is focused on building the best agency culture in the business, where colleagues are supported in producing career defining work that fuels the growth of our clients’ brands.
MSL Canada and its brands of MSL, North Strategic and Notch Video have been widely recognized for a strong company culture as well creative and breakthrough campaigns. The company has won the coveted The Holmes Report – SABRE Award for Canadian PR Agency of the Year three times in 2015, 2016 and 2019 in addition to multiple year wins of Strategy Magazine Top 10 PR Agency in Canada.
CEO, MSL GermanyBerlin, Germany
Wigan is the CEO of MSL Germany and part of the Publicis Groupe’s leadership team in Germany. As one of the MSL's most rapidly growing operations, he oversees MSL's four offices in Berlin, Frankfurt, Munich and Hamburg.
A veteran of the industry, Wigan has extensive experience in crisis communications, corporate affairs, and public affairs. With a track record of success especially in international and cross-border assignments, Wigan has worked with numerous global corporations, brands and institutions, helping them to grow their influence and drive impact.
Wigan is also a visiting faculty on PR and Crisis Management at the University of Bern for their Executive MBA program in Brand Management.
He is an Advisory Board Member at BeyondGenderAgenda, a corporate initiative that is driving cultural change in politics, society and economy towards Diversity, Equity & Inclusion (DE&I). He also serves as a member of the jury of the German Diversity Award, an initiative by BeyondGenderAgenda to honour people and companies who have shown an extraordinary commitment to diversity, equitable opportunities and inclusion.
Wigan holds a Ph.D. in Economic History with a focus on Southeast Asia and the Philippines and has published several journal articles.
CEO MSL ItalyMilan, Italy
Daniela Canegallo is CEO of MSL in Italy and oversees all Publicis Groupe creative agency brands in Italy.
With over 25 years of experience, she has specialized in corporate and brand communications. She has built influence to drive impact for world class brands such as Novartis, Procter & Gamble, Google, San Pellegrino, Netflix, Costa Crociere, Hyundai, Toyota, Facebook, Instagram, Gillette Group. Under her leadership, MSL Italy has developed two professional tools CATCH! and SOFA that analyze real life conversations and produce valuable insights about products, brands and their reputation in a real world.
Daniela has been with MSL for 20+ years and has held multiple leadership roles including General Manager and Managing Director. She also led Publicis Consultants Italia and Carré Noir. Daniela started her career with GCI Chiappe Bellodi (Grey Group).
She has a degree in Italian Literature, plus a Master’s in Communications, and she is also a professor at the International Postgraduate Master in Corporate Communication of Università Cattolica.
CEO and Chairman LATAMSão Paulo, Brazil
Paulo Andreoli is Chairman of MSL Latin America and well as Founder and President of Andreoli MSL Brasil, a firm he created in 1993. Beginning as a journalist for O. Estado de S. Paulo, one of Brasil's most respected publications, Andreoli covered economics and business and, in 1979, was awarded the Premio Esso de Journalismo for his investigative journalism exposing Brazil's covert nuclear program. Then, he went on to serve as Latin America President for an international trading group, working across the region and Africa. Today Andreoli MSL is one of Brazil’s largest and most respected strategic communications consultancies.
COO, MSL MEDubai, UAE
Ajit Ramaswami is the Chief Operating Officer of MSL Middle East.
Ajit ensures that all business goals and communications objectives are met across an extensive roster of local and multinational clients spanning key industry sectors such as technology, telecommunications, consumer, consulting, automotive and corporate. Having amassed close to two decades of communications experience working with global industry giants across Southeast Asia and the MENA region, he is responsible for overseeing the company’s business operations and formulating the organization’s leadership vision and strategic direction.
CEO, MSL Central and Eastern EuropeWarsaw, Poland
Sebastian Stępak is the CEO MSL Central and Eastern Europe.
A a marketing and corporate communications executive with 20+ years of experience designing campaigns, shaping strategies and providing C-level counsel for the most respected local and international companies, Sebastian now heads regional offices in the CEE region and oversees every aspect of client business in the region. He is also the CEO of MSL’s Polish based in Warsaw.
With a focus on creativity and 360 degrees integrated communications, he developed a series of top-level products allowing clients to reach far broader audiences. His experience spans all practices and sectors including global brands like Netflix, Amazon, P&G, Unilever, Microsoft, Google, IBM, Pernod-Ricard, Samsung, LG Electronics, Skype, OKI, GE Energy, GE Hitachi, Oracle, CANAL+, Wienerberger, Scripps Networks International, Discovery, Nivea and many others.
Sebastian was also a jury member in many Polish and International competitions – in fields of PR, digital and advertising like Cannes Lions, Sabre Awards, Clio Awards, Golden Clips Awards, KTR, Young Creatives. He specializes in crisis communication management and counsel – being one of the most experienced experts on reputation in Poland. Sebastian is also a CEO of Polish branch of MSL, based in Warsaw.
CEO, MSL South AsiaNew Delhi, Delhi, India
Amit leads MSL across the SAARC region, apart from India, his primary focus lies on Sri Lanka and Bangladesh along with Pakistan, Afghanistan and the Maldives. He is responsible for driving greater synergy across the region and Publicis Groupe companies; to enhance the ‘Power of One’ offerings to clients. With over two decades of experience, he has held roles that span from corporate consulting to public affairs advisory for leading multinational and Indian conglomerates. In 2019, under his leadership MSL India was awarded “South Asia PR Consultancy of the Year” award at PRWeek Asia and “Large PR Agency of the Year “at The Economic Times’ Kaleido Awards; while in 2018, MSL won the coveted APAC SABRE award for “India Consultancy of the Year” and “South Asia Agency of the Year” 2018 by Campaign. Amit has also led MSL India to being a ‘Great Place to Work’ in 2019.
CEO, Herd MSLSydney, Australia
Skye is a results-driven, commercially astute, communications professional, with extensive experience driving programs that impact business. With over 20 years of corporate communications experience representing brands in Australia and across Asia Pacific. Skye joined MSL in November 2018, known as Herd MSL in the Australian market.
Working in many diverse sectors, Skye’s passion is in solving complex business problems by delivering creative ideas that are skillfully executed through integrated communications campaigns.
Previous to Herd MSL, Skye was a senior leader at Ogilvy PR where she led the Corporate, B2B and Technology teams and spent years leading international and local brands like Microsoft, Telstra and Intel. Skye also led the Social, Digital and Content team at Ogilvy PR, helping clients take advantage of new and emerging technologies and platforms to engage stakeholders (employees, customers, partners, investors, etc). Other client experience include P&G, Foxtel, Facebook, Audi, Salesforce, Nearmap and SAP to name a few.
We love winning.
With a legacy spanning over 80 years, we’ve received more awards than we can count - but it never, ever gets old.
The Power of Publicis Groupe
We are Publicis Groupe's best-in-class public relations agency. By leveraging Publicis Groupe’s 'Power of One' operating model, we create a superior offerings, drive business for our clients and accelerate transformation.