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The&Partnership launches new brand experience agency – CHI wins RNIB

Johnny Hornby’s The&Partnership is adding yet another string to its bow, this time a “brand experience” agency called Muster.

WPP-backed T&P has teamed up with Tom Rutter and Alec Braun (below with Hornby, left), formerly of Engine experiential agency Slice. Braun, who will be creative director of the new shop, says Muster will “redefine the industry by delivering truly memorable experiences not only for those that are there but also those that aren’t.” Presumably online. The agency will work with specialists in The&Partnership’s cross-discipline group to integrate live events with the other marketing channels, from advertising and digital engagement to influencer marketing and PR.

Hornby says: “In the modern marketing landscape, brands need to ‘do’, not just ‘say’ – the success of campaigns like our Lexus Hoverboard Project are testament to that. And in 2017, as live video gains traction, that need is only going to get bigger. Tom and Alec are consummate events experts with an incredible portfolio of work and great business acumen as well as creative prowess, and we’re delighted to be working with them to launch Muster.”

Separately T&P’s CHI has won the Royal National institute for Blind People (RNIB) charity following a pitch.

RNIB’s group head of marketing and communications Deborah Auty says: “CHI&Partners impressed us with their track record for creating truly game-changing work for their clients across all channels. More than half of all sight loss is preventable and we’re confident they are the right agency to engage more people in the conversation about eye health and the issues affecting blind people than ever before.”

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After just a few years T&P now boasts 15 agencies in four continents. Based on Hornby’s London agency CHI it includes media agency M/SIX, an outpost in New York and most marketing specialisms. T&P finished 2016 on a high note, winning Toyota’s £200m European creative and media account from Publicis Groupe. It is currently in the process of forming an in-client network &Toyota before it takes over the business in the Spring.

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