CHI & Partners launches full-service agency MCHI

CHI & Partners has launched a new full-service agency called MCHI, a joint venture with WPP’s Group M.

Offering creative and media buying, MCHI is an extension of the agency’s previous media offering CHI & Partners Media.

MCHI is headed by managing partners Tim Allnutt and Enyi Nwosu and has a staff of 45 and clients including The Carphone Warehouse, Virgin Money and Tiger Beer.

Media buying will be led by Paul Thomas, a managing partner at Mindshare, and handled by a team recruited from Group M.

The agency said that it provides a new model running a fee-only structure rather than taking commission on media spend.

Allnutt said: “If 20 years ago full service meant advertising and media people working together based on a commission payment structure, our model is very different.

“We can remain totally objective about the advice we give to our clients.”