Taryn Crouthers Named CEO of SPCSHP

​SPCSHP has appointed Taryn Crouthers as CEO, succeeding Ranae Heuer after more than a decade at the helm.

Taryn joins from ATTN:, where she served as president and helped scale the publisher from launch through its $100 million sale to Candle Media in 2022. She will officially step into the role at SPCSHP, formerly known as Big Spaceship, on October 13th.

The appointment comes as SPCSHP celebrates its 25th anniversary and marks one year since its acquisition by MSQ. It has become an integral part of the group’s offering in the United States.

Taryn says the new role is an opportunity to join a company she has long admired. “For 25 years, SPCSHP has set the pace for digital creativity, living at the intersection of culture, technology, and craft,” she says. “That skillset has never been more relevant, I’ve long admired their work and I’m honoured to now lead SPCSHP within MSQ into its next chapter as a truly modern AOR.”

Speaking with LBB, she explains that a ‘truly modern AOR’ “isn’t defined by retainer contracts”. Instead, “it’s defined by ongoing relevance”.

“In 2025, that means being fluid enough to combine retained and project-based aspects of the workflow; building engines that flex with culture in real time; and proving our impact through measurable business results. It also means helping brands rethink discoverability in a world where large language models are beginning to replace traditional search, and ensuring that while AI brings efficiency and precision, it’s boldly human taste that sets the work apart.” Taryn added, “Most importantly, it means making campaigns that simply weren’t possible before.”

From MSQ’s perspective, the hire is about building on recent momentum. Aaron Lang, president of MSQ North America, told LBB that Taryn’s arrival follows new business wins and is aimed at driving further growth.

“We brought Taryn on for exactly that – to spur growth for SPCSHP and support our ambitions as a leading global marketing group. As she dives in, we’re hoping to not only honour the legacy of SPCSHP, celebrating its landmark 25th year, but also set the business up for long-term growth.

“Innovation, technology, and creativity are the backbone of what we work towards at MSQ and SPCSHP is one of the few creative agencies that connects those tools exceptionally well.” He added, “With Taryn now in the role, we want to amplify those levers to help the agency stay ahead, whether that’s finding new ways to inject AI into the business or using SPCSHP IP like Internet Brunch or our gen z tool Reveal to amplify our work.”

Aaron adds that Taryn stood out as the “perfect candidate” when the search for a new CEO began. “She has an impressive proven track record of growth and transformation at ATTN: she’s an incredible innovator in the creative business, she’s highly respected and valued by her clients, and perhaps most importantly, she is a seamless cultural fit with both the SPCSHP and MSQ. I couldn’t be more excited to have her on board.”

Meanwhile, Taryn says her focus will be on building on SPCSHP’s legacy while pushing the agency forward. “My goal is to build on that legacy by ensuring we remain both a challenger and an innovator bringing together creativity, cultural fluency, and the expanded resources of MSQ to help our partners thrive.”

Lastly, she says that success for her will be measured in three ways. “The tangible business growth and cultural relevance we deliver for our clients and MSQ, the recognition of SPCSHP as an industry leader, and the continuation of building a culture where our people can do the best work of their careers.”