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72andSunny advertising & marketing assignments

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Selected 72andSunny advertising

In the late 2010s 72andSunny gradually established a reputation as one of the hottest creative shops in the US, coming up fast behind and alongside what are now sister agencies CP+B and Anomaly. All three launched originally as independents, before becoming subsidiaries of marketing services group MDC Partners, which was itself later absorbed into what is now Stagwell. 72andSunny's founding partners already had an impressive pedigree - before launching their own agency in 2004 in Los Angeles they had headed Wieden & Kennedy's European office in Amsterdam. That got the new agency off to a good start with some high profile projects from Nike; then they grabbed attention with campaigns for Samsung and Activision's Call of Duty game, and attracted a host of prestigious new clients including Google, Target and Starbucks. The agency was acquired by MDC in 2010. It maintains an office in Amsterdam alongside the LA HQ. A New York office opened in 2014, and two outposts opened in Asia Pacific in 2017 in Sydney and Singapore. The latter was merged in 2022 into sister agency Forsman & Bodenfors. John Boiler, one of the three original co-founders, remains as co-creative chairman alongside co-founder Glenn Cole. Matt Jarvis was named as global CEO in early 2017, but moved up in 2020 to chairman. Evin Shutt, who was the agency's first employee when it opened, was appointed as CEO in his place. Matt Murphy and Carlo Cavallone are co-CCOs. AdAge named 72andSunny as its Agency of the Year for 2012, and it is a regular feature on the trade bible's annual A-List (including in 2021); Adweek named it Agency of the Year for 2013. For 2019, AdAge estimated global revenues of $164m, making it MDC's #2 agency by revenue after Anomaly and ahead of CP+B. That year, the agency was paired with CP+B, design unit Redscout and production company Heco Studio under the banner of Constellation Collective. AdAge offered no estimates for 2020 revenues, and 72andSunny's previously stellar progress appeared to hit a few speedbumps in the recent years, with a significant slowdown in notable account wins and a few major losses.

Capsule checked 16th February 2022

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Recent stories from Adbrands Update:

Adbrands Daily Update 29th Jul 2021: "Tales of Delicious Demise". The Whitlock's brand - or more correctly F Whitlock & Sons - will be unfamiliar to most readers, but it's now part of the portfolio of Kraft Heinz, who are gradually introducing its range of pickles and sauces to a wider audience. First step is this lovely animation from 72andSunny Sydney, which is designed to familiarise Whitlock's Australian cousins with the brand, which has been a household staple for close to a century a few thousand miles to the East in its home country of New Zealand. Though it has made a modest impression in other countries through niche importers since then, the breakthrough was the purchase by Kraft Heinz of its former owner Cerebos Gregg, part of the Singaporean Cerebos group, in 2018.

Adbrands Daily Update 31st May 2021: "Fantastic Voyage: Edited By Me". 72andSunny keeps up its stellar work on the Adobe account, with a new installment of the "Fantastic Voyage" series. Adobe ads don't come round that often, but when they do, they're always worth the wait. This time round, it's Adobe's video editing software Premiere Pro that gets top billing in a spectacular sequence of mind-blowing edits and segues. Yes, it might say "Edited by Me, Directed by Me" at the end, but it still took a whole team of experts at 72andSunny, prodco Reset and effects house Alt.vfx to deliver this 60 second cut. So don't worry if your own solo efforts don't quite match up. Yet.

Adbrands Daily Update 28th Aug 2020: "Fantastic Voyage". 72andSunny takes over from Adobe's usual agency Goodby Silverstein with a fabulously colourful and imaginative campaign for Photoshop. "While we started the campaign before Covid-19, we entered into production right as the pandemic started to hit the United States," says 72andSunny creative director Lauren Smith. "In an interesting twist of fate, we had to use the power of imagination not only in our film but also in the way we made it. From remote production night shoots in Prague to a video village in Los Angeles to countless remote post-production calls across oceans and time zones and remote editing/mixing/colouring, we figured out ways to work that we previously wouldn't have imagined possible. The result is a stunning ode to the places our imagination can take us, even when the world puts constraints and limitations on us."

Adbrands Daily Update 29th Jul 2020: "Open Like Never Before". Coca-Cola unveils a bold and uplifting post-Covid manifesto for Europe with this fine campaign from 72andSunny Amsterdam, featuring the warm and witty words of rising British star George the Poet. Above all this is a film about inclusivity and fellow feeling, not division, and George's message is one from which we can all benefit. Coke's advertising has rediscovered its creative edge over the last year or so after a prolonged mid-decade slump. According to Coke's SVP EMEA marketing, Walter Susini, "'Open Like Never Before' is not just a campaign, it's an extension of our purpose, because fundamentally our goal is to refresh the world and make a difference across community and society. Together we believe we can emerge stronger from this moment." Most impressive of all here is the lack of corporate branding. The Coke logo is most noticeable for its near-absence from the film, appearing only fleetingly in the background of a handful of shots. A fine start to the "better normal".

Adbrands Daily Update 6th March 2020: "Idiots Are Amazing". There's a bold new marketing strategy for Coca-Cola's Fanta in Europe, courtesy of newly appointed 72andSunny Amsterdam. Gone - thank heavens! - is the grim "yoof" angle the brand has been pursuing for the past decade in most markets in favour of a quirkier millennials approach. Here's the anthem ad, which has also been carved up into separate individual segments. What's most pleasing about the concept is that it recognises the absurdity of stupid social media stunts, but also acknowledges just how compelling they are, and how hard to resist. Why not be an idiot from time to time? Life's too short not to.

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