What’s it like to sell 90octane after 21 years? The answer, it turns out, is that it feels like we’re just beginning.

That fits perfectly. We’re very proud of what 90octane has accomplished—and we know the agency is capable of so much more. We joined up with The Marketing Practice to accomplish three things: gain a global footprint; offer expanded capabilities to clients; and provide greater career opportunities for our team.

TMP covers these bases, and adds the excitement of a work in progress. After a year of acquisition activity, the company has brought together five complementary agencies, each with its own strong legacy. Now it’s about integration: building one brand with a unified value proposition. There’s a feel of building something new, and we love being part of that effort.

This means a lot of new thinking is happening here – and the industry needs it. Clients are looking for agencies to provide added value in the form of ideas—and agencies are falling short in meeting that need.

So what do we hope for in this new stage of the company’s trajectory?

We want to add the capabilities and advantages of larger scale, while maintaining a culture of independence and ownership. Everyone on the team should understand it’s up to them, even in a larger organization.

We want 1+1 = 3. We should all be able to do more with this newly formed team than we could have done on our own. We want to offer more to our clients, and do it better.

We want growth for our people. We want to learn.

Perhaps most of all, we want to build new stuff. We want to create things that change the world.

Is that too much to ask? The early signs suggest no. We’ve just met a ton of smart, low-ego, collaborative new folks—and they’re on our team. We’re off to a great start.

Stay tuned. We’ll let you know what we’re seeing as the journey continues. And please tell us how you’re experiencing it. We’re happy you’re joining us for it!


Jim and Sam