Dentsu brings back the 360i brand as a US social-first solution. Christine Cotter will lead a small team focused on connecting culture, creators, commerce, and community. No clients have signed on yet.
Dentsu has reintroduced the 360i brand in the United States, positioning it as a social-first solution aimed at brands seeking deeper engagement across social platforms. The move is designed to give marketers a focused offering that connects culture, creators, commerce, and community through social media channels.
The new 360i is not structured as a full agency, according to Dentsu, but instead operates as a specialized solution led by Christine Cotter. Cotter, who previously served as president of social innovation at WPP’s Ogilvy and held a social media executive role at Amazon, will oversee a small core team. For client projects, the team will draw on additional Dentsu resources as needed.
Dentsu describes the revived 360i as living at the intersection of creative and media, delivering work across paid, earned, shared, and owned channels. The offering will use fixed-fee pricing for all clients. While no clients have signed on yet, Dentsu said the solution is intended for brands looking to invest heavily in social, creators, influence, and commerce, including both existing and new clients. The company’s pitch emphasizes the agility and focus of a specialty model combined with the scale and capabilities of the broader holding company.
