WPP-backed The&Partnership is combining with its media buying and planning agency mSix&partners to create a new, fully-integrated AI-focused agency under the brand name T&Pm.
Launching on March 25, it will be staffed by 1,900 people spanning four continents across 45 offices.
The step marks a move in the evolution of The&Partnership’s long-term strategy to provide its clients – which include Mars, Toyota, Natwest, TELUS and News Corp – with integrated solutions to their marketing challenges.
Likewise, mSix&Partners has established itself as a fast-growing agency with clients including easyJet, Tommy Hilfiger and PVH’s Calvin Klein.
T&Pm aims to build on this momentum by leveraging WPP’s AI platforms, which are receiving a £250m investment this year, to help accelerate growth across its roster.
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Founder and CEO Johnny Hornby said: “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.”
“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 will be personalised at scale by breakthroughs in AI,” he continued.
“AI’s power really is a pivot point for our industry, but will only be harnessed by a much more holistic approach. Combining our unique model with WPP’s £250 million annual AI investment, means T&Pm will be well placed to help our clients sieve this opportunity.”
