M/SIX, a joint venture between The&Partnership and WPP, has refreshed its brand identity to reflect the new name mSix&Partners, which is designed to better reflect the agency's "best of both worlds" ownership structure. It also embodies the true partnership with its people, clients, and other agencies within the WPP network. The identity refresh comes with a new agency positioning – Further, Faster – bringing together all of mSix&Partner's capabilities across media and commerce, measurement and technology, and integrated multi-discipline teams.
Over the last two years, the agency has demonstrated significant growth, increasing total billings by 31% as a result of new client wins – Discovery, Jabra and CBRE globally; Whirlpool, Ocado, National Express and Smart Energy GB in EMEA; PUMA in Asia Pacific and Plenity in North America.
Meanwhile, it also promoted Jack Swayne to global CEO and Jess Burley to global executive chair in January. Swayne was previously CEO for EMEA and joined the agency at the end of 2019. Burley previously said that his appointment to succeed her is "a no brainer" as Swayne has stewarded the agency's clients, its people, and the business through this tumultuous period in history "with humour, resolve, and resilience".
Swayne said The&Partnership has allowed m/SIX, its clients, and its people to adapt to change in the past and will be even more important as the agency leans in to continual change in the future. "Our name must reflect who we are and who we want to be, an agency that is at the forefront of data, tech and media and knows how to connect that to brand experience, comms and unique ways of working; mSix&Partners does that perfectly," he said.
At the same time, the new positioning "Further, Faster" is described as the primary benefit the agency's clients feel from working with its unique partnership. Dan Whitmarsh, strategy partner and global CSO, said: "Whether the goal is transformation of their agency model or understanding of how to drive full-funnel effectiveness, we take our clients further in achieving this, faster than anyone else." The agency currently has 49 offices across 41 countries including Singapore, Malaysia, Indonesia, Hong Kong, and Japan.
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