CHI & Partners has been one of the most consistently successful independent agencies launched in the UK since the early 2000s, earning the admiration of clients and other agencies for effective creative work and an enviable new business record. Significantly, it bypassed the cult status that traditionally nurtures start-up agencies (for example, St Luke's, Mother, Naked and others), but set itself up from day one as one of the big boys. Its key strength has been a fearless support of "big ideas", an approach usually considered over-ambitious for a small independent agency. Unlike some other powerhouse start-ups (such as Adam&Eve for example), CHI & Partners remained notionally independent, although WPP acquired just under 50% of the company in Spring 2007, leading to the launch of a New York office. Five years later CHI established an extensive presence across Asia as well by joining forces with WPP's Bates Asia micro-network to form Bates CHI & Partners. In 2013, umbrella company The & Partnership was created to consolidate all CHI's various affiliated units, and the London agency adopted that umbrella name at the beginning of 2018.
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Adbrands Weekly Update 1st Mar 2018: Ads of the Week: "Are You Gonna Bingo?". The & Partnership gets down *wiv da kidz* (sort of) in this insane spot for Sun Bingo, the gambling game from News Corp's tabloid champion The Sun. Let's be honest: it's the kind of ad we really ought to hate... but actually we can't resist its chavvy, innocent, and thoroughly British charm. We watched the ad a week ago and we still can't get that tune out of our heads. (With a big debt to Funky Dee's 2010 UK grime classic 'Are You Gonna Bang Doe?') And what a massive star turn for Jayde Adams, Bristol's answer to Rebel Wilson, suddenly offered her own national platform.
Adbrands Weekly Update 8th Feb 2018: Ads of the Week: "As I Really Am". Though they don't necessarily tie in with the upcoming Winter Games, Toyota is brandishing its credentials as a top-tier sponsor with a collection of Olympics-themed films from what is now its lead agency across Europe, The & Partnership (formerly CHI & Partners). This Italian spot is astonishing, featuring Paralympic wheelchair fencing star Bebe Vio, who battled an appalling childhood illness to become a global champion at her chosen sport. As an able-bodied child, she had already developed a love of fencing before she fell severely ill with meningitis. Ensuing complications caused the loss of all four limbs. Her subsequent fight-back makes for an extraordinary and inspiring story.
Adbrands Weekly Update 1st Feb 2018: CHI & Partners is no more. But don't worry, the agency is doing just fine, merely rebranding as under the name of its parent entity The & Partnership, which already has units in the US and Asia. London CEO Sarah Golding told The Drum, "The next generation agencies that do their best by their clients will be those that capably bring together the holy trinity of creativity, data and technology in new and exciting ways... We have something at the vanguard of that and that’s our group and our network The&Partnership. I felt there was a danger that what we were doing at CHI was too disconnected from that story despite the fact we're actually the beating heart of that story and the beating heart of that new model." Another consideration was the fact that the C and I of the name - co-founders Simon Clemmow and Charles Inge - resigned an active role in the business several years ago, although they remain as directors.
Adbrands Weekly Update 16th Nov 2017: CHI & Partners won a place on Procter & Gamble's agency roster for the first time with the capture of pan-European duties for fabric softener Lenor. That account transfers from long-time incumbent Grey.
Adbrands Weekly Update 26th Jan 2017: Ads of the Week "Reflections". The & Partnership and CHI launched their first big push for Toyota in Europe this week, following the capture of that account from Saatchi. There's a cool 70s kinda vibe going on here, and a nice foretaste of summer too, launching the new C-HR crossover. Very stylish. But what we really want to know is where we can get sunglasses with sliding lenses.
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