NinetyEight’s biggest strength is our people – a team of Gen Zs who live and breathe the culture we work within. Our firsthand perspective makes the work personal, allowing us to craft strategies and programs that are more relevant, impactful, and deeply understood. Because we are Gen Z, there’s an inherent trust in how we communicate with the Koi Pond, cutting through the noise where older brands and agencies fall short. We don’t just study Gen Z – we represent them, ensuring that every insight, strategy, and conversation is rooted in a true understanding of our generation’s needs.
They say senior year is supposed to be an extra special year. To us, it was — just not in the way we expected. We started in the M-School of Loyola Marymount University, studying to enter the advertising industry. As the pandemic hit in 2020, we could only watch as our 4 years of hard work culminated into what seemed like nothing. Our job opportunities, internships, and general planned future slowly disappeared before our eyes. Entering the final weeks of college, we received an email from our professors titled "Starting an Agency." In it, one sentence stuck out to all of us:
"If you can't find a job, go out and make your own."
With our skills and knowledge from college, we got started on our first project, then our first pitch, first logo, first campaign, and a number of other firsts. Before long, we had constructed our own marketing agency: NinetyEight. All born in 1998, our team is driven by the hope of Gen Z. Like the koi, we swim upstream: unafraid to go against the norm and carve our own path.
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