TL/DR:
T&Pm, a new AI-centric agency, emerges from the merger of The&Partnership and mSix&Partners. AI and AGI are revolutionising marketing communications, from content creation to optimisation. The new agency aims to accelerate growth across WPP's client roster by leveraging AI platforms.
Introduction:
Artificial Intelligence (AI) and Artificial General Intelligence (AGI) are reshaping the marketing communications landscape in Asia and beyond. With the recent merger of The&Partnership and mSix&Partners, a new AI-centric agency, T&Pm, has been formed to lead this transformation. This article explores how AI and AGI are revolutionising the industry and how T&Pm is positioning itself to capitalise on these changes.
The Birth of T&Pm:
An AI-Centric Agency The&Partnership and mSix&Partners, two thriving agencies under WPP, have combined forces to create T&Pm, a fully integrated agency with AI at its core. The new agency, consisting of 1,900 people across 45 offices worldwide, aims to provide clients with end-to-end marketing solutions, connecting talent and technology to fuel brand growth.
AI and AGI:
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The Catalysts for Change AI and AGI are driving the transformation of marketing communications. From content creation to deployment and optimisation, these technologies are disrupting traditional practices. However, the siloed nature of the marketing industry has limited their adoption. T&Pm aims to break down these silos, offering a more holistic approach to marketing.
Leveraging AI for Growth T&Pm will leverage WPP's market-leading AI platforms to become a 'speedboat' for accelerating growth across WPP's client roster. Johnny Hornby, founder and CEO of The&Partnership, believes that modern brands need to connect the dots, and AI can personalise creative thinking at scale, bringing it to life through smart media systems.
Case Study:
AI in Action Toyota and News Corp are among the clients who have already benefited from the integrated marketing solutions offered by The&Partnership. With the formation of T&Pm, these clients and others can expect even more innovative AI-driven strategies.
Conclusion: AI-centric agency T&Pm
The merger of The&Partnership and mSix&Partners marks a significant step forward in the integration of AI and AGI in marketing communications. With its independent partner-led mindset and access to WPP's substantial AI investment, T&Pm is well-positioned to help clients seize the opportunities presented by these transformative technologies.
Comment and Share:
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Latest Comments (3)
This is a big step for transparency! I'm curious: how will YouTube differentiate between AI-assisted editing – say, for colour correction or minor audio tweaks – and fully generated content when implementing these disclosures? Seems like there's a grey area there to navigate, especially for the everyday creator.
This YouTube AI disclosure is interesting, but I wonder if it really goes far enough. While transparency is good, I reckon the real game-changer isn't just knowing it's AI, but understanding *how* it's AI, you know? Like, is it just voice-over, or is the entire narrative crafted by a machine? Here in the Philippines, we’re pretty savvy about spotting the *chismis* versus genuine content. For marketing comms, especially in Asia where relatability is key, simply slapping an "AI-generated" tag might not cut it. Folks might become more cynical, rather than trusting. Perhaps a tiered disclosure system is needed? Just a thought.
This YouTube AI disclosure rule is interesting. While transparency is always good, I wonder how effective it will truly be. So many creators use AI now, figuring out what's "materially altered" might become a grey area. It's a progressive move nonetheless, like one of those *kaizen* improvements.
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