Commentary

The i(s) Have It

Well here we are back in Hollywood, the opening day of OMMA Global, and there’s already news breaking, and it’s all about the “i” word. Actually, two of them. 360i, the spunky New York digital shop that also happens to be OMMA magazine’s Search Agency of the Year (more on that in a minute), has added an I â€" i33 Communications. i33 is an interactive design agency specializing in online communications design, including social media apps, widgets, rich media, and Web sites.

The marriage is significant, 360i chief Bryan Wiener, tells me, because it reinforces the notion that 360i is “not” a search shop. It is an interactive agency that utilizes search to energize online (and offline) ad campaigns. Wiener has always maintained that 360i is more than a search agency, and the i33 deal reinforces that, adding a serous design component to its portfolio.

The two shops will merge physically, with 360i’s creative department folding into i33’s, but don’t look for them to merger their brand names into 360ii33. 360i will remain the parent company.

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