Several small independent marketing agencies are joining forces to form a holding company called The & Partnership.
The agencies involved include CHI & Partners and its media operation arm M Six,; digital and customer relationship management shop Rapier; PR agency Halpern; and social shop The Social Practice.
CEO of Chi & Partners Johnny Hornby (pictured) who initiated the move will serve as global CEO. Meanwhile, Andrew Bailey, North American chairman of BBDO’s Proximity, will take on the role of North America CEO.
The&Partnership will have offices in New York, London, Singapore and Latin America and with WPP as a minority owner.
Most of the companies are based out of UK. Since, WPP bought a stake in Chi & Partners in 2007, it will hold a 49% stake in The & Partnership. Under the new holding group, group will work toward a single profit and loss statement.
Through the network, Bates CHI&Partners in Asia will also have access to the group’s resources, and vice versa.
“This is very much in line with our business model of “Power of &” – collaborating rather than competing – and bringing together the best minds around the table for our clients to help them create big ideas for their brands,” said a spokesperson in Asia.
Combined, the agencies now boast a client list which includes the likes of Samsung, Direct Energy, PBS and IHG.