Independent agency network The&Partnership is combining with sister media buying and planning agency mSix&Partners.
The two organizations will join forces to create an integrated agency under the new global brand T&Pm. In an announcement unveiling the move and rebrand on Thursday, the organization stated that it will operate with AI at its heart to offer end-to-end marketing solutions built for its clients, connecting talent and tech to fuel brand growth.
The&Partnership founder and chairman Johnny Hornby said that the separation of creative and media agencies doesn’t make sense in the current marketing industry.
“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 personalized at scale by breakthroughs in AI,” Horby said.
T&Pm’s clients include Telus, Toyota, Calvin Klein, Mars, EA, Canada Post, Tommy Hilfiger, EasyJet, NatWest and more.
mSixPartners is a joint venture with GroupM, and is a growing media agency under the WPP umbrella. T&Pm will look to build on that momentum, applying an independent partner-led mindset to WPP’s AI platforms and aim to accelerate growth across its client roster.
The new company, which spans 45 offices in four continents, will be operational as of March 25.
