The & Partnership of Manchester on its “integrated” model and works beyond TalkTalk Prolific North


The & Partnership, headquartered in London, now has 35 offices around the world, including its Manchseter office based at The Soapworks in Salford.

The location is one floor from its founding client TalkTalk, and that’s no coincidence.

TalkTalk started working with The & Partnership about 17 years ago as a creative partner, before the agency rebranding from CHI and the introduction of “The & Model”.

In 2019, TalkTalk began their move to Salford, and soon after the decision was made that their agency team would move with them, finding a new home in The Soapworks building.

TalkTalk has recruited a new marketing team in Manchester and the agency has recruited a new agency team to work alongside them, to continue their working relationship and establish a regional base for the integrated agency model.

“It was a really interesting point for all of us because there was no transfer. You had 30 new people in our agency and a whole new marketing team,” Gutierrez, director of client services, told Prolific North Carolina. at The & Partnership in Manchester. .

“We knew the brand, we were given a strategy and working methods, but it was really up to all of us to really figure out how we would work together, what our new processes would be and how best to use the model. ”

Gutierrez said from a client perspective, a more integrated approach not only provides common thinking across disciplines, but also reduces overhead at separate sites – much like an in-house agency would. Savings from multiple separate locations are passed on to the customer.

“Sometimes we are not only the creative and strategic solution, but in fact from a cost point of view we are cheaper.”

The model

The agency’s “& Model” aims to eliminate the silos between creation, strategy, media and production, by uniting them within a multidisciplinary team. These teams work alongside client marketing departments to adapt to new marketing agendas.

For TalkTalk, this approach enables them to deliver comprehensive customer marketing, branding campaigns, product launches, internal communications, media planning and buying, design, social media, digital and production.

“There’s very little we don’t do,” said Gutierrez, and “whatever we don’t have we were able to tap into our hub in London”.

She said “in every agency I’ve worked at, the client almost demands that you build a relationship with your media partner.

“However, everyone has different agendas when it comes to revenue. You might get a joint briefing as a media and creative agency, and you both try to present solutions that deliver the best financial results for you. as an agency.

“Here at The & Partnership, we have our media planners and buyers on the desk next to you, and we come up with an optimal creative and media solution for the client with no hidden agenda.”

“One of the main strengths of this model has been our ability to harness additional capabilities and skills at the push of a button,” which could include, for example, customer experience planners, social designers, e-commerce and UX.

For The & Partnership, recruitment is not compulsory if the talent already exists within The & Partnership network. As its customers grow, so do its demands, and new skills are accessible by any team within the network.

Northern Growth Plans

Gutierrez said the ambition of the Manchester agency is to grow its northern customer base beyond TalkTalk.

The Manchester office is looking for clients who want access to a cross-functional team, with the culture of a small start-up, supported by the resources of a global network.

Regarding his potential clients from the North, Gutierrez said: “They rely a little more on their agencies, and need more”, pointing once again to The & Partnership’s transversal offer.

“We want to work with customers from the North and regions that we can really support. Brands that will benefit from our model. From day one, it creates a partnership.” she said, acknowledging the talent of the agency that already exists in the region.

“Agencies in the North are as capable as any agency in London. We seem to have a bit more of a start-up and entrepreneurial spirit,” she said.

“We want to raise the profile that the North can offer.”

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