NinetyEight thrives on its dynamic Gen Z team, whose authentic connection to their generation shapes impactful marketing strategies. Rooted in personal understanding, they engage with the Koi Pond audience in ways older entities cannot, grounding every insight and campaign in genuine relevance. Originating from Loyola Marymount University's M-School during the pandemic's upheaval in 2020, the founding members faced daunting uncertainty as traditional job avenues vanished. Inspired by a professor's call to forge their own path, they transformed adversity into opportunity, launching their initial projects that blossomed into NinetyEight. United by their 1998 birth year and resilient spirit, the agency embodies Gen Z's hope and determination, boldly swimming upstream to redefine industry norms and carve innovative routes forward.