In 2001 Clemmow Hornby Inge set out to change the rules and create a new model agency founded on producing Big Ideas for Ambitious Brands and then bringing them to life across all media. It worked.
CHI&Partners are now the UK’s leading independent full service agency. We offer fully integrated marketing solutions with a broad, eclectic mix of practitioners who develop media-neutral ideas and execute them in the most appropriate channels. It’s one seamless team of people who are both specialists and generalists - expert in their respective communication disciplines, but fluent in them all. Our specialisms cover everything from advertising to digital to direct to design to point of sale and media buying & planning - all under one roof.
At the heart of our success is a unique process designed to find those Big Ideas. We created it, developed it over time and it now forms the core of the agency and our manifesto for the future. In a nutshell: As people stop watching traditional advertising and start interacting with media, brand communications that fail to get consumer participation are increasingly wasted. This means our clients need big ideas for their brands that are so powerful, so entertaining, or so useful that people won’t skip past – in fact they will pass them on to others. This means understanding new consumer behaviours. It means going beyond engagement – to the facilitation of brand participation. To achieve this all communications disciplines need to work together, not in silos. The consumer is our partner, not our target. Instead of ‘advertising in’, it needs to be ‘product out’ – getting consumer participation with the brand at all touchpoints, and almost certainly these days putting digital at the heart of the communication. This is how we work at CHI&Partners. We don’t just advertise our clients’ brands – we get them talked about and interacted with - unleashing the power of participation.
CHI&PARTNERS REBRANDS AS THE&PARTNERSHIP LONDON
CHI&Partners is today rebranding as The&Partnership London, as the 16-year-old agency looks to a future where the effectiveness of creative work will increasingly rely on its smart use of data and technology.
Sarah Golding, Chief Executive Officer of The&Partnership London, said: “The world around us is changing, and The&Partnership London has been changing too. This new brand name underlines our growing focus on creating progressive, innovative and data-driven work.
“Over recent years, our focus has shifted from just making great telly and print ads to coming up with big, bold and bionic ideas: from prototyping hoverboards for Lexus, to creating social and data-driven TV adverts for Argos, to devising a new data-driven creative strategy for Toyota, to launching our own mobile content-focused production company last year.
“The next generation of agencies will be those that excel in making smart use of data, tech and AI to redefine how we connect brands with audiences – and The&Partnership London’s mission is to do just that.
“So as of today, CHI will become The&Partnership London: still focused on best-in-class strategy and creative work; still with the same culture and leadership team; and still very much the beating heart of The&Partnership network. But under this new brand name the agency’s skillsets will further broaden and flourish, as we continue to trial new ways of working with our colleagues across media, data, technology and AI.”
The&Partnership London was founded as CHI in 2001, and became CHI&Partners in 2007. Over the years, the agency has won more than 600 creative awards, including 33 Cannes Lions and almost 100 global creative awards for its 2015 Lexus Hoverboard Project. In 2016, the agency was named both the UK’s Most Awarded Independent Creative Agency at Cannes Lions and Campaign BIG’s Digital Agency of the Year.
Sarah Golding was made sole Chief Executive Officer in 2016, appointing Joint Executive Creative Directors Yan Elliott and Micky Tudor later the same year. Last year, the agency appointed two new Managing Directors, Sarah Clark and Gary Simmons, to oversee the smooth running of the agency, as well as poaching Lean Mean Fighting Machine Co-Founder Dave Bedwood as a creative partner, and Facebook’s Creative Shop’s Lead Producer James Miller to head up its new mobile-focused production company.
The&Partnership London also last year became the first creative agency to invest in Bitcoin – pledging a bonus worth £10,000 (at the time of buying) to the team behind its most progressive use of AI and technology in 2018.
As President of the IPA, Golding has helped lead the industry narrative surrounding artificial intelligence, data-led creativity, and the roles AI, VR, AR and other pioneering technologies will one day play in the world of creativity. In October 2016, The&Partnership London launched its own programme of tech, innovation and AI-focused training sessions and initiatives, to run concurrently with the IPA’s industry-wide ‘Magic & the Machines’ agenda.