The&Partnership is merging with its sister agency, mSix&Partners to create a fully integrated agency.
It will be known as T&Pm which will cause all sorts of copywriting and pronunciation issues, while at the same time pleasing maths lovers. So for future reference, the name is pronounced T and P, to the power of m – hence the m being in superscript.
The aim is to put artificial intelligence at the centre of the new operation.
“Looking back, I’m not sure whose idea it was for our industry to separate creative and media agencies, but I’m sure the motives were more profit – than client-driven,” said Johnny Hornby, Founder and Chairman.
“If that separation ever made any sense, it certainly doesn’t today. Modern brands need to connect the dots, brilliant creative thinking can’t be divorced from the smart media systems that bring it to life, all of which can now be personalised at scale by breakthroughs in AI.”
Hornby will work alongside The&Partnership joint CEOs, Sarah Goulding and Nick Howarth, as well as Jack Swayne, the global CEO of mSix&Partners.
In total the agency will have 1900 staff, across 45 offices, including those in Salford Quays and Edinburgh.
Both agencies are part owned by WPP and the new operation will be up and running from Monday.
