Agency 360i to marketers: Partnership is more than procurement

Geoffrey Precourt

360i, the agency, is seeking to adapt to the changing demands of the advertising world while also encouraging clients to take a longer-term perspective.

The Association of National Advertisers’ (ANA) report of “pervasive non-transparent business practices … in the US media ad-buying ecosystem” has continued to fan the flames of a wildfire under its constituency of marketers.

Indeed, consultancy McKinsey & Co. recently disclosed that brand marketers have put more than 500 media accounts up for review in the last three years. And that roster doesn’t include high-profile pitches as recently announced by major advertisers such as HSBC, Fiat Chrysler, and Macy’s.

But Sarah Hofstetter, chairman of New York-based agency 360i – which boasts a client list including Absolut, Canon,...

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