360i is a highly regarded full service agency, headquartered in New York. Though traditionally best-known as a specialist in search marketing and social media, which were its original fields of expertise, it has expanded its range to include offline creative and media, digital consultancy and app development. The agency was acquired in 2010 by Japanese marketing giant Dentsu and is now part of its international Dentsu Aegis Network. A London presence opened in 2013 in partnership with local agency Steak (also owned by Dentsu), followed by an office in Toronto, Canada. However, both those outposts later closed - 360i London was folded in 2019 into newly created Dentsu x London. In the US, though, 360i has continued to expand. In 2016, it absorbed the US outpost of sister media agency Vizeum, taking on media planning and buying for several major accounts. It also contributes to several other dedicated units within Dentsu Aegis Network including the newly created agency for supermarket giant Kroger, Fresh@Dentsu. The agency made AdAge's Top Ten A-List in early 2018 as well as being named as Adweek's Breakthrough Media Agency of the Year. The business was actually founded in Atlanta in 1998 by Bryan Kujawski and David Williams. It was sold in 2005 to Innovation Interactive, a group of search marketing businesses run by Bryan Wiener and Will Margiloff, who sold it on again five years later to Dentsu. Wiener stayed on as CEO and then chairman, before leaving in 2018 to become CEO of digital researcher comScore. He was eventually followed to comScore by his successor at 360i Sarah Hofstetter (though both left again in 2019). Jared Belsky took over as CEO, but he too departed in 2021. His successor has not yet been named. Advertising Age estimated revenues of $153m in 2020.
Capsule checked 17th July 2020
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Adbrands Daily Update 28th Apr 2021: "Take It To Eleven". Another - but far more satisfying - change of pace for 7-Eleven USA. The convenience store giant has dabbled with a variety of different marketing concepts in recent years, including a largely unsuccessful stab at surreal humour in the Old Spice stylee. However, this new streetwise approach is the chain's most compelling campaign since that Simpsons Kwik-E-Mart tie-up almost 15 years ago. Agency 360i signed up director Harmony Korine - best known outside the ad industry for the movie 'Spring Breakers' - to bring a little of that same vibe to this new collection of four films. The results may not appeal to the whole potential 7-Eleven demographic, but it's safe to say that the chain has the urban hipster audience all sewn up.
Adbrands Daily Update 21st Jun 2019: As a medium, radio may be in steep decline, but audio remains an immensely powerful medium through new initiatives such as streaming, podcasts and digital assistants such as Amazon Alexa. Dentsu Aegis Network's 360i collected the Cannes Lions Grand Prix in the Radio & Audio category with a bold project that extended the reach of HBO's "Westworld" TV series. "Westworld: The Maze" was a voice-activated game for Amazon Alexa, which presented a set of puzzle-based storylines spun off from the series' second season, involving new scripts performed by key characters.
Adbrands Weekly Update 22nd Sep 2016: Dentsu Aegis Network is to combine the US outpost of second-string media offering Vizeum with its significantly larger digital agency 360i. Vizeum USA currently employs around 150 staff, to 360i's 800-plus. Both agencies will retain separate branding, but Vizeum USA's current CEO Steven Feuling is to leave the business. Patrick Affleck was promoted to president of Vizeum USA, reporting to 360i's executive chairman Bryan Wiener. He said the combined 360i/Vizeum will service small to midsize brands seeking "one, proven integrated offering in a rebundled world where digital, and media and creative are all integrated together".
Adbrands Weekly Update 13th Feb 2014: Dentsu Network's digital & social media agency 360i named Sarah Hofstetter as its new global CEO, succeeding Bryan Wiener, who's moving to a part-time role as chairman after ten years with the agency. Hofstetter was previously CEO of 360i US.
Adbrands Weekly Update 26th Sep 2013: Subway appointed Dentsu-owned 360i to manage social media in the US
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