360i partners with DentsuBos to launch Canadian office

360i, the New York-based digital shop behind Dentyne’s Safe Breath Alliance and Oreo’s “Dunk in the Dark” Super Bowl ads, has partnered with sister agency DentsuBos to open an office in Canada. 360i has gained a reputation for breaking ground in the digital advertising space with campaigns like Oscar Mayer’s Great American Bacon Barter, in […]

360i, the New York-based digital shop behind Dentyne’s Safe Breath Alliance and Oreo’s “Dunk in the Dark” Super Bowl ads, has partnered with sister agency DentsuBos to open an office in Canada.

360i has gained a reputation for breaking ground in the digital advertising space with campaigns like Oscar Mayer’s Great American Bacon Barter, in which actor John Sankey made his way across the U.S. by bartering Oscar Mayer Butcher Thick Cut bacon for food, gas and lodging. In January it was ranked second on Advertising Age‘s Agency A-List.

Claude Carrier, president of DentsuBos Canada, said the agency has been looking to expand its digital capabilities. A number of DentsuBos staff spent a month in New York earlier this year to learn how 360i has had so much success.

“I was just blown away by the work they were doing — the quality of the work, the depth of the analytics they had, ” Carrier said.

Carrier said that DentsuBos clients such as Lexus were looking for the kind of digital and social creative that 360i specializes in, while the Canadian arms of 360i’s U.S. clients, like ScottsMiracle-Gro Canada, were looking for the same services in Canada.

“So the conversation quickly went from, ‘They’re helping train some of our people,’ to, ‘We both have a need to build the best potential skill set in that area,” he said. “It quickly became apparent that opening the new 360i Canada was the right way to do it.”

Carrier will take on a second role as president of 360i Canada, and Devon MacDonald will be managing director. MacDonald left a strategist position at Proximity to join DentsuBos in December last year.

The two agencies are partnered through co-ownership by Tokyo-based Dentsu, which has been rapidly expanding its North American network through acquisitions. In the U.S., Dentsu acquired Attik in 2007, MacGarry Bowen in 2008 and 360i in 2010. And in Canada, it merged with Bos last May. In March, Dentsu completed a $5-billion deal to buy Aegis Group, based out of London.

Carrier said 360i Canada, which currently has 6 staff, has already started working for clients.

Advertising Articles

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

6 things we learned at Digital Day 2014

Insights on privacy, programmatic, mobile, millenials and Marketing magazine

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Twist Image hires Jon Finkelstein as ECD

Finkelstein hire part of agency's “new energy” and “new direction”

How 88 Creative used Buzzfeed to find a new coordinator

Looking for a culture fit, the agency eschewed traditional recruitment

Cossette names Michaela Charette senior strategist

Longtime beer marketer moves to the agency side of the business

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content

Final 2014 MIAs shortlist announced

Finalists in the Targeted Marketing, and Products and Services categories