The&Partnership hires Conor McNicholas from Redwood to launch new content agency

The&Partnership, the new entity that includes Johnny Hornby’s CHI agency and a growing number of related businesses in the UK and elsewhere, has hired Redwood’s Conor McNicholas to launch a new content agency, AllTogetherNow.

McNicholas is a former editor of NME and top-rating BBC petrolhead show Top Gear. McNicholas will be CEO of AllTogetherNow, working with media agency m/SIX CEO Jess Burley (below with McNicholas) – a former MD at NatMags – as chairman and Steve Parker, managing partner of The&Partnership’s The Social Practice.

Agency founder Hornby says: “Brands have been creating content for years, and digital and social have obviously reinvented the way it’s created and consumed. Social has become just as important as broadcast for reaching vast audiences – but these platforms offer data and audience insights which many agencies are not yet geared up to use effectively. The reality is that there is a lot of low-quality content out there, while much of the good content never reaches the right people. AllTogetherNow will revolutionise that.

“The distribution and data analytics capabilities of m/SIX combined with the owned and earned expertise of The Social Practice and CHI&Partners’ creative credentials mean we have a uniquely powerful combination here, which will deliver real return. We’re delighted to have Conor on board to lead it.”

M/SIX CEO Burley says: “The purpose of The&Partnership is to bring together cross-discipline talent to build a comms strategy that delivers the best possible value for clients in today’s complex landscape. Producing great content that has real engagement value is an increasingly important part of that. Conor’s exceptional editorial background combined with his commercial acumen and understanding of how to engage audiences will be invaluable to helping new and existing clients produce world-class content for their brands.”