The&Partnership hires former NME and Top Gear editor Conor McNicholas to launch content agency AllTogetherNow

AllTogetherNow will draw on The&Partnership agencies such as CHI&Partners’ 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. McNicholas will also work closely with Steve Parker, managing partner at The Social Practice.

Johnny Hornby, founding partner of The&Partnership, commented: “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.

“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.”

Burley added that McNicholas’ editorial background and commercial acumen and understanding of how to engage brands will be “invaluable to helping new and existing clients produce world-class content for their brands.”

Prior to Redwood McNicholas worked as editor of NME, editor of the Top Gear brand at BBC Worldwide and consultant launch editor at News International. He has also served as chairman of the British Society of Magazine Editors.