A result-oriented agency built for the digital age

We’re a public relations agency with core competencies in social media strategy, diversity and inclusion, and crisis and issues management. We work with organizations and personalities to develop communications strategies and campaigns suited for a diversity-conscious, digital-first world. We’re an NGLCC-certified company with headquarters in Philadelphia.

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 a pivotal shift from the Millennial Generation 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. 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, our name represents partnership. By helping organizations develop programs that shape opinions and influence outcomes, we create impact – and that drives us forward.

Senior Leadership

Jake Yablonski
Jake YablonskiPresident & CEO
Bianca Lulciuc
Bianca LulciucChief Operations Officer
Kenyatta James
Kenyatta JamesVP Strategy