Faced with the relentless onslaught of digital change, agencies have been forced to adapt quickly or risk irrelevance. For the most part, the industry has responded in some form or another. Our list of Agencies 3.0 aims to shed a light on those shops that have adapted most nimbly. In most cases, they’re small, independent shops whose size allows for fast adaptation, be it making use of earned media, bringing clients deeper into the creative process, or even embracing automation on their own scales. Here’s a sampling of shops that have earned the attention.
Clients: Coca-Cola, Canon, Red Roof Inn
Offices: New York, Atlanta, Chicago, Los Angeles, London, São Paulo
A granddaddy among digital agencies—it started as a search specialty shop in 1998—360i has adapted to the changing needs of the marketplace as it heads into its 20th year. After merging in 2005 with New York agency Innovation Interactive, founded by Bryan Wiener, 360i dived heavily into social once its bona fides as an SEO specialist were cemented. Then in 2011, it added brand strategy as an integral part of its offerings. Last year, the shop evolved into a full-service media operation following its merger with fellow Dentsu Aegis Network agency Vizeum, but never abandoned the tools it learned and developed along the way. The end result is what CEO Sarah Hofstetter dubs “alchemy:” 360i’s broad offerings to deliver a deeper execution of the interplay of paid, earned and owned media.
New analytical units including the Contextual Actions Platform, which blends search with real-world data, produced work for clients like Red Roof Inn, for which it paired flight-cancellation and traffic data with the hotel chain’s mobile search efforts, and Canon, for which a Cannes Lion-winning effort displayed real-time photo tips incorporating weather, traffic and other information via digital out-of-home media. The agency bristles with other advanced analytics tools like F3 (the fractional factorial framework), which tests ads and ad formats for maximum effectiveness, and a predictive bidding process that tackles the problem of bid optimization around campaigns with low digital profiles.
The shop is now focused on ways to harness Alexa and Google Home to raise brand awareness and visibility via voice search and chatbots. And an in-house lab of sorts has led to ideas like Adaptoys, an Adweek Project Isaac-winning effort to develop toys for paralyzed people. —Michael Bürgi
Clients: U.S. Bank, White Castle, GNC, Tillamook
Offices: New York, Philadelphia, Los Angeles
Call it the little media agency that could. Crossmedia, formed in 2000 and allied with German media independent Crossmedia GmbH, has worked to outfit itself with all the tools of its larger holding company rivals. Its analytics arm Redbox (not to be confused with the DVD-rental firm) sits at the center of the operation, its aims ranging from standardizing real-time advanced attribution for all clients’ online and offline media and sales to matching anonymized IDs of U.S. Bank’s customers across several business verticals to optimize media spend for maximum return.
Last year, Crossmedia formed its own programmatic unit, claiming to be the first independent media agency of its size (total $350 million in media spend) to do so. For co-founder Martin Albrecht, a media-buying operation underscores Crossmedia’s belief in delivering transparency to clients—by controlling its own programmatic destiny, the shop ensures clients it’s not double-billing them.
So is dispelling the notion that an agency need be media or creative. Says founding partner Kamran Asghar (a 2014 Adweek Media All-Star): “I wanted to create a place with a holistic approach to communications, and shatter the idea that you were either a creative or a media guy. To us, media is creative.”
To that end, the shop—which is known for serving burgers to staffers every Friday afternoon—created a campaign for White Castle that partnered with Tastemade and Foodbeast to recruit chefs in five cities to make their own unique recipes using the chain’s sliders—a bid to turn consumers’ thinking that it’s not just a place for late-night hangover-busters but serves what it calls “crave-able” food. —M.B.