WPP’s The&Partnership and mSix&Partners merges into AI-centric agency T&Pm

WPP announces the formation of T&Pm, blending The&Partnership with mSix&Partners to forge a marketing agency powered by AI.

WPP’s The&Partnership and mSix&Partners merges into AI-centric agency T&Pm

WPP is a global organization that operates through a network of agencies and partnerships and engages in a wide range of marketing and media solutions for businesses worldwide. Recently, it officially merged two of its key agencies, The&Partnership and mSix&Partners, into a singular entity named T&Pm.

This merger is a response to the disruptive influence of artificial intelligence (AI) on the industry, aiming to overcome the challenges posed by its traditionally compartmentalized structure. Moreover, by leveraging WPP's leading AI platforms and transforming T&Pm into WPP's forward-moving "AI speedboat", T&Pm can spur growth for its wide array of clients.

T&Pm's mission is to synergize talent and technology to drive brand growth. By merging creative, media, technology, and experience capabilities, T&Pm is setting out to offer comprehensive marketing solutions, building on the success stories of working with global brands like Toyota and News Corp. The newly formed T&Pm begins operations on March 25, 2024, bringing together a global team of 1,900 professionals across 45 offices on four continents.

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Johnny Hornby, the founder and CEO of The&Partnership, critiques the historical division between creative and media agencies as a profit-driven decision that no longer serves the current market's needs. Hornby emphasizes the necessity of integrating creative ideas with smart media strategies, enhanced by AI, to produce personalized marketing at scale. With WPP's significant annual investment in AI, T&Pm is envisioned to be at the forefront of capturing the burgeoning potential of AI in marketing.

Furthermore, this initiative is part of a larger trend within WPP of consolidating its agencies to better meet modern marketing demands. The creation of T&Pm follows the merger of Hill & Knowlton and BCW into Burson, and the combination of Wunderman Thompson and VMLY&R into VML, indicating a strategic shift towards leveraging technology and data to provide more cohesive and innovative solutions to clients globally.

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