360i's Fresh, Tech-Driven Thinking Pushed Its Clients to New Heights in 2017

Adweek's Breakthrough Media Agency of the Year used innovative twists on classic strategy

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“Let me start out by saying that here, creative is an adjective,” says 360i chief marketing officer Abbey Klaassen when describing her agency’s approach to media in 2017. “It’s not a noun, like, ‘that’s the creative.’ We are all creative.”

Before war rooms, viral tweets and voice specialties, when the phrase “social media” was still confined to executive brainstorms and theorists’ theses, 360i built its core business on search engine marketing. The 20-year-old agency has since evolved to become one of this industry’s most sought-after media partners on the strength of its creative approach to what is often a purely transactional business.

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This story first appeared in the Feb. 19, 2018, issue of Adweek magazine. Click here to subscribe.