The&Partnership has hired ex-NME and Top Gear editor Conor McNicholas to launch AllTogetherNow – a new content agency and the 10th business within the group, which includes CHI&Partners and m/SIX.
A specialist content agency with a new approach, AllTogetherNow will draw on CHI&Partners’ world-class creative and m/SIX’s specialisms in smart distribution and data analytics, offering new and existing clients both mass exposure and targeted audience engagement in digital and social spaces.
Leaving his role as executive content director at Redwood, McNicholas will take a chief executive role at AllTogetherNow, flanked by m/Six CEO Jess Burley – formerly MD at NatMags – as chairman. McNicholas will also work closely with Steve Parker, managing partner of The Social Practice.
Heading up a team of 25 of The&Partnership’s top talent in creative, planning, social media and data analytics, the leadership team’s shared vision is to give brands long-term, editorial-level engagement with the right audiences – adapting content according to trends and demand to deliver business-changing metrics.
Johnny Hornby, founding partner of The&Partnership, said: “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.”
Jess Burley, m/SIX CEO and chairman at AllTogetherNow, adds: “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.”
Before Redwood, McNicholas has held roles as editor of NME, editor of the Top Gear brand at BBC Worldwide and consultant launch editor at News International. He served as chairman of the British Society of Magazine Editors in 2009 and has won Editor of the Year at both the BSME and PPA Awards.