360i

Boutique-style fixed-fee agency unit competing with specialized independent shops, operating with a deliberately lean four-person team

360i was founded in 1998 as a pioneering digital advertising agency, building a strong reputation for search, social, and integrated digital marketing before being acquired by Dentsu in 2010. Over the following decade it grew into one of the more prominent agencies within the Dentsu network, known for culturally resonant campaigns and data-driven creative work. In 2022, the 360i brand was retired and absorbed into Dentsu Creative as part of a broader consolidation of Dentsu's agency portfolio. In a notable reversal, Dentsu revived the 360i name in June 2026, repositioning it as a deliberately small, four-person unit operating on a fixed-fee model. Led by managing director Christine Cotter, the relaunched 360i is designed to compete directly with the boutique and specialized shops that have been winning business away from large holding-company agencies. The stripped-down structure is intended to offer clients the agility and focus of an independent shop backed by the resources of a major network. The revived 360i represents an experiment in alternative agency models at a time when the traditional holding-company structure faces pressure from nimble independents and in-house agency teams. Its fixed-fee pricing and small team size signal a deliberate departure from the legacy agency model, positioning 360i as a test case for whether a large network can credibly offer a boutique-style engagement.