NEW YORK – December 4, 2025 – Announced today, Stein has recently brought on two senior leaders, Cecile Barrault and David Shaw, to expand the client services team and help lead their overall strategy and organic growth. Continuing the B2B agency’s stellar growth trajectory over the last few months, the agency has won work from new clients including Kemin Industries, a global ingredients supplier. The duo will report into Jeremy Cochran, President, Americas, and will split Stein’s robust client portfolio including recently won client JLL.
“Coming to Stein has been a breath of fresh air. The reputation of the agency, more than 50 years in existence, speaks for itself and the culture that Kate MacNevin and Tom Stein have built is one of creativity and excellence that shows in the work,” said Shaw. “We have the opportunity to bring creativity and emotion to the B2B space with Stein at the forefront of the B2B Decade.”
Shaw has over 30 years of experience across client services in a variety of industries leading award-winning campaigns for brand partners from Liberty Mutual Insurance, Keurig, Lowe’s, and more. Most recently, he held a senior role at Ogilvy managing the IBM global account. Barrault joins after previous stints at Havas CX and Omnicom with 20 years of experience. In her previous work she has led innovative and digital experiences for IBM, HP Enterprise and spent several years in China as client lead for JWT Beijing managing a variety of brands including Iveco, Shell, and the Hong Kong Tourism Board.
In addition to Stein’s recent work wins, they also recently launched their joint Brand-to-Demand Maturity (BDX) study with ANA and have integrated insights from the study into their BDX Model.
“The BDX model is a powerful catalyst for unlocking client growth, and it was the driving force behind my decision to join the agency,” said Barrault. “Operationalizing the model in service of our clients’ ambitions is essential to Stein’s continued success—and with its rich legacy and exceptional talent, the agency is uniquely positioned to deliver.”
Stein, an MSQ agency, has seen great momentum this year between new client wins, thought leadership and highly successful events. Their work has also been highly awarded, culminating in 26 major award wins this year.
About Stein:
Stein helps build the world’s most demanded B2B brands by unifying brand and demand — strengthening each to the benefit of both. Through its Brand-to-Demand Experience (BDX™) model, highly awarded creativity, and full-funnel media capabilities, we drive differentiation, distinction and growth for clients worldwide. Stein was named ANA B2 and Global ACE Agency of the Year in 2023, 2024 and 2025, and has been named ANA B2B Agency of the Year 13 times over the past 15 years. Stein is the only B2B agency to have won WARC Awards for Effectiveness (Gold) across consecutive years. The agency also received an Investors in People Award in 2024 for our commitment to the advancement of our most precious resource, our people.
About MSQ:
MSQ is a next-generation creative, technology and media company creating brand momentum. It’s one of the world’s fastest growing marketing groups, offering flexibility, choice and transparency to clients.
MSQ’s agencies incorporate Elmwood (branding and design), Smarts (PR and creative), The Gate and SPCSHP (creative and customer experience), Stein (B2B marketing), Freemavens and The Forge (strategy, insights and innovation), Walk-In Media (full-service media), 26PMX (Performance and Mobile Marketing), MMT and UDG (digital experience, product and transformation), MSQ Sport + Entertainment (sport and entertainment marketing), M3 Labs (creative production studio), MSQ Data (data and martech consulting and analytics) and MSQ Sustain (sustainability communications).
Clients can work with an MSQ agency on an individual basis, or with a joined-up team designed specifically around their needs.
Around 1,850 people now work at MSQ across 24 global offices with hubs in Europe, North America and Asia. Unique to an international, independent group of its scale and reach, a significant portion of the MSQ’s team are shareholders in the group. In 2023 MSQ became a certified B Corp, meaning the group meets a number of social and environmental standards covering five key impact areas of governance, environment, workers, community and customers.
