Singapore — WPP and The&Partnership’s joint venture, global media network m/SIX, has announced a significant refresh to its brand identity with a change of name to mSix&Partners. The brand refresh also includes a new ownership structure: ‘Best of both Worlds’, as well as a new agency positioning: ‘Further, Faster’.
Following their strengthening of global leadership structure earlier in the year and significant growth during the pandemic, the agency’s new name of mSix&Partners is designed to better reflect the unique ‘Best of Both Worlds’ ownership structure that has galvanized its rapid expansion and strengthened its partnership with its people, clients and other agencies within the WPP network.
The agency has also demonstrated significant growth over the last two years, increasing total billings by 31 per cent, due to new client wins including PUMA in the Asia Pacific region and many more in other markets.
Jack Swayne, managing partner and global CEO of mSix&Partners, said that as a business, they are doubling down on partnership. Swayne added that partnership has allowed them, their clients, and their people to adapt to change in the past and will be even more important as they lean into a 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,” Swayne said.
Dan Whitmarsh, strategy partner and global CSO of mSix&Partners, commented on the new agency positioning, saying, “Further, Faster is the primary benefit our clients feel from working with our unique partnership. Whether the goal is a 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.”
This new positioning brings together all of mSix&Partner’s capabilities across media and commerce, measurement and technology with their well-proven expertise in developing bespoke, integrated multi-discipline teams, often embedded alongside their clients’ marketing operations.
Swayne further commented on the agency’s new brand identity, sharing “mSix is a unique agency: no-one else can combine the agility and entrepreneurial spirit of an independent with the scale of investment in media, tech and talent that only WPP can bring. Our exciting new identity and positioning will be applied across the entire mSix&Partners global network of 49 offices across 41 countries.”