School Reports 2018
[Extended edition]
The & Partnership London

The & Partnership London

Type of agency & ownership:  Full-service advertising agency, 49%-owned by WPP
Nielsen billings 2017: £106m (-14%)
Declared income: £52.3m
Total accounts at year end: 31
Accounts won: 5 (biggest: Lenor)
Accounts lost: 3 (biggest: Green Flag)
Number of staff: 300 (+45%)
Key personnel: Johnny Hornby, founding partner; Sarah Golding, chief executive and partner; Neil Goodlad, chief strategy officer and partner; Micky Tudor, joint executive creative director and partner; Yan Elliott, joint executive creative director and partner
Star player: Laura Rogers, creative director and planner

Year in review

2017 was the final year that CHI & Partners carried the names of its founder agencies. In early 2018 the decision was made to drop the moniker in favour of The & Partnership London, a nod to the agency’s seat at the creative heart of a group that has grown organically around it, as well as of the changing demands of clients.

The agency’s year was one in which it put its stamp on the market for a variety of reasons, not least that it was its chief executive’s first year as president of the IPA – only the second woman to fill that position.

Sarah Golding’s agenda was one that sought to mirror the sort of work that the agency aspires to create – data-driven creativity using new technology, still based on a big idea. And, to a degree, it managed to pull this off with notable campaigns for Argos and Toyota.

Losing the Britvic account was a bit of a blow, but this was negated by the arrival of Lenor, which it managed to prise from Grey after 50 years with the agency.

What would really help show that the carefully crafted positioning has won over advertisers is the arrival of a hefty account win, allowing the agency to play on a bigger stage than it currently does. But this is a minor quibble and one that applies to most agencies – if it can deliver more of the type of data-driven creativity it promises, across a wider range of clients, it promises much for the future.

Agency's Year In A Tweet

"A strong year – good on new business, innovative work, awards brought home, outstanding new talent welcomes. Bring on 2018!"


Score this year: 7
Score last year: 7
How the agency scores itself: 7
Management strength: 8
Creativity: 7
Innovation: 8
New business: 7
Diversity: 6

Business performance and accounts

Gross income

Latest: £52.3m
Previous: £51.2m
Change: 2.2%

Operating profit

Latest: £5.6m
Previous: £4.4m
Change: 29.1%

List of total accounts

Adopt a Better Way

Ambitious About Autism

Argos PLC

Big Yellow Self Storage Group

British Gas Ltd


Dixons Carphone Plc / iD Mobile

Environmental Defense Fund

Freedom Brewery



Grosvenor Poker & Casinos


Kraft Heinz

Lexus Europe

Lexus International



News UK


Procter & Gamble






The Prince’s Trust

The Royal Bank of Scotland Plc (RBS)

Toyota Motor Europe


Top three spending accounts: Toyota

Toyota (n/s)

News UK (n/s)

RBS (n/s)

Number of retained accounts: 30
Number of accounts that are projects: 1
Biggest win: Procter & Gamble - Lenor (£14.7m)
Biggest loss: Green Flag (£3.5m)



Haymarket award wins

Campaign Big Awards: 1