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 Millennials to Gen 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 modern and inclusive campaigns that shape opinions and influence outcomes, we create impact – and that drives us forward.