Though search remains at its core, 360i has branched out organically over the past two years into behavior marketing and social media for a roster of clients that includes NBC, Office Depot and H&R Block.
Many of 360i's campaigns feature widgets and search applications, but the agency lacked the ability to make them. Bryan Wiener, CEO of 360i, said acquiring i33, a company with this ability, was the fastest way to meet clients' needs.
An appealing acquisition
The agency was an appealing acquisition target not only for its design capabilities, but its strong development and technology abilities, Mr. Wiener said.
"Design too often is associated with pretty pictures," he said.
Terms of the acquisition were not disclosed.
I33 has about 40 employees in offices in New York and Detroit. It has done development and design for clients including Adidas, Target, Borders and PBS. In a recent campaign for Adidas baseball, the agency did creative and development work online and off, with banner ads, in-store display and a retail tool kit. I33 has worked with 360i in the past on campaigns for Red Roof Inn and the Scripps Network.
David Levin, CEO of i33, said the two agencies had a good working chemistry: "Both companies have very results-driven approaches," he said.
"We're very much on a path led by organic growth to be a full-service digital agency," Mr. Wiener said. "And to us it's about being able to develop concepts and communicate to target audiences all under one roof," he said.
The past year has seen many independent digital agencies such as i33 being acquired by holding companies and other independent digital agencies. 360i competitor iCrossing acquired creative digital shop Proxicom this summer, and another independent, AKQA, recently purchased search specialist Search Rev.