We are a progressive agency.

Founded in 2016, we’ve developed a lot over the past few years. In our brief history, we’ve worked with a range of corporate, nonprofit, and political organizations doing everything a “full-service” agency should do. But eventually, we got sick of being everything to everybody. We were sick of doing boring work, sick of working with clients that didn’t align with our values, and sick of wasting time and energy trying to be something we’re not.
So now we’re super picky about who we work with and what we do – and we like it much better that way. We specialize in running highly targeted campaigns to reach specific audience demographics including LGBTQ, Millennials, and Gen Z. We are a progressive, value-driven agency and we believe that great advertising is entertaining, engaging, and most importantly, inclusive. So if you’re about that, let’s talk.

What’s in a name?

Our name is built on the mathematical concept of a root and variable – so let’s start with the root. 1996 is a year that marks the pivotal generational shift from Millennials to Gen Z. Those born after 1995 cannot remember a time in their lives without the presence of technology, and this has shaped a generation. So, at its core, 96 is a business philosophy. It’s the belief that today’s agency must pivot and change as quickly as the world around us, and right now, that world is all about digital.
X is a variable of change. It represents dynamism, problem-solving, and flexibility. Today’s agency must understand the complex and constantly evolving behavior of young and diverse audiences along every stage of the buying process – from consideration to evaluation – and change to meet the evolving interests, concerns, and drivers of those audiences.
Finally, the “and” in our name represents partnership. By helping organizations develop programs that shape opinions and influence outcomes, we create impact – and that drives us forward.


Jake Yablonski
Jake YablonskiPresident & CEO
Jim Shulman
Jim ShulmanExecutive Strategist
Kenyatta James
Kenyatta JamesSVP Digital Strategy