Dentsu is resurrecting search agency 360i as a “solution” within the wider Dentsu network spanning social, creators, and community, the holding company said Wednesday.
The new 360i will be led by a team of just four, helmed by Christine Cotter as managing director, 360i and head of social innovation at Dentsu. Joining her is a yet-to-be-announced head of creative, head of media, and head of analytics. These four leaders will then “cast” teams from across the network based on client needs.
Dentsu is positioning the model as a departure from traditional agency structures, with dedicated teams and labor-based commercial models.
