Creative agency 180 is expanding its global reach.
The Omnicom-owned shop is opening three new offices: one in New York and two in the Middle East/North Africa (MENA). 180’s MENA offices will be based in Dubai and Doha, Qatar. They will join the agency’s current offices in Amsterdam and Los Angeles.
180 New York will integrate with social consultancy Brand Intelligence Operating System (BIOS), which specializes in audience-inspired creativity. BIOS is an Omnicom-owned incubator tech startup that will be strategically realigned to become 180 New York and integrated into the the agency’s operating system across the network.
Evan Weissbrot, founder of BIOS and former chief engagement officer at TBWAChiatDay New York, will become president of 180 New York. Meanwhile, Youssef Chahine, who is new to the organization, will become general manager of 180 MENA.
The BIOS platform will deepen the agency’s expertise in data, audience intelligence and social. As part of the integration, BIOS clients will become part of the 180 New York client roster. Since it was founded two years ago by Weissbrot, BIOS has become a social consultancy for brands and companies like Slim Jim—which helped grow its Instagram following from 5,000 to over 1.2 million—Duncan Hines and the Conagra brands portfolio.
The 180 network will be led by Sander Volten as global CEO, who currently leads its Amsterdam office, alongside Al Moseley, who’s serving as global chairman and chief creative officer in Los Angeles.
“Since the founding of 180, the agency has always been hyper focused on bringing different and fresh perspectives to our clients and consumers,” said Volten. “Expanding our ecosystem to not only be bicoastal in the US but across the MENA market and Europe reflects a new post-Covid age of working practices and enables us to better scale for our global clients, powered by the expertise of BIOS. We’re able to contribute a global and cultural relevant perspective to clients and truly view the world as it could be.”
The agency, which in the last year has brought on brands including Rockstar, Under Armour, Pepsi, Mirinda and Mountain Dew, looks to add to a client list that also includes Unilever, DHL, Lululemon, Replay and Qatar Airways.
With the global expansion,180 will also implement a complete brand reinvention and design system, revolving around the agency’s 180 circle and number. “The World As It Could Be,” the agency’s vision, will also be a part of its branding.
180 was founded 20 years ago and has worked with iconic brands like Adidas, Sony PlayStation, HP and Under Armour’s “The Only Way is Through” campaign. In 2017, 180 Amsterdam and Kingsday merged, which led to the growth of the 180 Amsterdam office by over 100% in three years.