360i Recruits Agency Vet Away From FCB to Join the Team as New Chief Strategy Officer

Raig Adolfo replaces Lee Maicon who left for McCann in March

360i names Raig Adolfo its new chief strategy officer. 360i
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Today, 360i—Adweek’s Breakthrough Media Agency of the Year—announced the appointment of Raig Adolfo as its new chief strategy officer. Adolfo, currently the head of brand and business innovation strategy at FCB’s New York office, is preparing to join the Dentsu Aegis-owned network in June and replaces predecessor Lee Maicon, who left for McCann in March.

“I’m super excited about this,” Adolfo told Adweek. “I’ve been looking for an agency with a truly integrated model. 360’s tool box is just so vast with great people behind it. 360i has everything to tackle clients’ business problems from all different angles; great data, media, strategy, planning and buying, search, social, everything.”

Adolfo said in the months leading up to the shift he will be focused on speaking to 360i investors and leadership to “determine their aspirations and concerns; figure out how we can heighten the strategy the group has.” He will also be helping transition FCB through his departure.

On his exit, FCB offered this statement: “We thank Raig for his contribution to FCBNY and wish him the best in his new CSO role … We are actively searching and are confident that we will find the best strategic leader that fits with our culture. We look forward to sharing more when we have news.”

At FCB, Adolfo has provided solutions to brands including Nestlé, LG and Beiersdorf since he joined in August 2016. Previously he was group business innovation strategy director at Redscout where he worked with clients such as Pepsi, General Mills and Marriott, and before that he held roles in strategy at WPP agencies including Grey and Ogilvy & Mather.

Adolfo said since picking up his first strategic position at an agency in the early 2000s, his overall responsibilities have evolved from being purely “superficial” in focusing only on helping brands tackle creative issues, like “striking an emotional cord,” to include financially-driven business solutions. Adolfo likened the new tasks to consultancy work but argued he’s not intimidated by those firms encroaching on traditional agency space as they still lack the ability to address critical creative solutions.

To this point, Adolfo said he is that much more excited to join 360i’s “amazing” leadership team, which places equal importance on creative and strategy. In the new role, he will be based in New York and oversee a team of about 50 people.

“Our integrated model and mission to help brands capitalize on change demand creative, ambitious leadership to serve as trusted advisors for our talent and business partners,” 360i CEO Jared Belsky said in a statement. “Raig has an impressive track record of success, commitment to culture and human values and a true strategic consultative approach.”

Belsky was promoted to CEO from president last month, taking the reins from his predecessor, Sarah Hofstetter, who then moved into the chair role.

Today, 360i also announced the elevation of eight-year agency vet Amanda Abar, who was promoted to executive vice president and head of account management. Abar will continue to serve in her previous role as managing director of 360’s Chicago office.


@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.
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