Our name is a business philosophy.
Our name was inspired by the mathematical concept of a root and variable, and 96 is the root. This represents the year 1996, which marks the pivotal shift from Generation Y to Generation Z. Those born after 1996 cannot remember a time in their lives without the presence of technology, and this has shaped a generation. As an agency born from the digital age, 96 is our ethos.
X is the variable. It represents adaptability and problem solving, two essential qualities any effective agency must possess in order to meet the complex marketing communications needs of brands that exist in today’s business environment.
Finally, “and” represents partnership. By helping organizations develop programs that shape opinions and influence outcomes, we’re able to create real cultural impact – and that drives us forward.