WPP’s The&Partnership and mSix&Partners partner to form integrated agency T&Pᵐ

Delhi: The&Partnership, backed by WPP, has officially merged with mSix&Partners to form a fully integrated agency called T&Pᵐ. The new agency, T&Pᵐ  aims to use The&Partnership's creativity and mSix&Partners' skill in media, to focus on clients' needs with AI taking center stage. 

Johnny Hornby, founder and CEO of The&Partnership, 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.”

"By merging our special approach with WPP's substantial annual investment of £250 million [AU$485 million] in AI, T&Pᵐ will be in a strong position to assist our clients in making the most of this opportunity," he explained.

David Dahan, T&Pm’s co-president and MD, APAC, told the media, "We'll be the only independent agency in Australia offering creative, media, and technology seamlessly through AI. With the support of Group M and WPP’s AI capabilities, we can provide the integration that many clients now require."

The operational integration of T&Pᵐ is slated to commence on March 25.  This consolidation follows WPP's recent strategic moves, including the merger of VMLY&R and Wunderman Thompson, and the upcoming amalgamation of Hill & Knowlton and BCW.