OMMA's Agency of the Year 2010: Best Use of Search: 360i

MarvelAt 360i it's all about following consumer behavior and supporting it with technology. The strategy organizes campaigns, giving clients a balanced online presence. Once called "search-informed marketing," John Ragals, 360i chief operating officer, says it's not about allowing markets to remain in a silo, but combining mobile, social and display to listen and hear the buzz across channels.

So far it's working. Economic conditions in the past year have not been favorable, but 360i has done much more than survived. In fact, the company plans to move its offices in multiple cities to larger facilities. The Manhattan team will triple the office space by moving from the cramped space in Flatiron to downtown Tribeca. It has 44 open job positions today, with more expected to come soon.

In January, the U.S. arm of Japan's biggest ad network, Dentsu Holdings, acquired New York-based Innovation Interactive, 360i's parent company. The award-winning digital marketing agency drives campaigns for Fortune 500 marketers through insights, ideas and technologies, assisting clients to think differently about their online presence by integrating search, mobile, social and more.

360i doesn't operate on a digital agency model that builds campaigns around specific markets and practices because they worked in the past. It's about knowing what shapes where consumers go to interact.

360i created a campaign for JC Penney that integrates search, mobile and display. The campaign ties together metrics and measures the impact of search to drive people from the Web into the store. Aside from retail, clients like Kraft, Coca-Cola and NBC Universal, round out the agencies list.

"It works if you don't plant search and social in a vacuum," Ragals said. "We built our practices around where consumers spend their time. Our clients ask us to pull it all together to reach across all channels and develop a comprehensive online strategy."

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