Dentsu announced today that it is reviving the 360i brand, previously a
search agency that was shelved four years ago in a broader restructuring, as a US social solution.
The solution—Dentsu stressed it is not a full-blown agency—will be comprised of a
small team led by Christine Cotter, most recently president of social innovation at WPP’s Ogilvy. Earlier she was a social media executive at Amazon.
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Cotter and her team will
leverage additional resources from Dentsu as needed for client projects.
According to Dentsu, the new 360i views social as an “operating system” connecting culture, creators,
commerce and community. It lives “at the intersection of creative and media,” according to the firm, “delivering work across the full ecosystem of paid, earned, shared and
owned.”
The solution will implement fix-fee pricing models for all clients.
No clients are on board yet, but Dentsu says that the solution is well matched
brands “going deep” into social, creators, influence and commerce. This includes existing Dentsu clients and new clients.
The pitch to clients is they get the “agility
and focus of a specialty model” with the scale and capabilities of the broader holding company.
