• by Joe Mandese  @mp_joemandese, March 21, 2024

WPP-backed The&Partnership is has formally merged with media planning and buying agency mSix&Partners to become "T&Pm," an integrated full-service agency emphasizing "AI at its heart."

“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," says agency Founder and CEO Johnny Hornby in a statement, adding: "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 personalized at scale by breakthroughs in AI."

The new consolidated agency boasts an organization of 1,900 people working in 45 offices worldwide.

mSix&Partners previously operated as a joint venture of The&Partnership and GroupM.