72andSunny has 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. 72andSunny's founding partners have an impressive pedigree - before launching their own agency in 2004 in Los Angeles they had headed up 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. 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. AdAge estimated global revenues of $153m in 2016, putting it neck-and-neck with CP&B as MDC's biggest business. 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; Adweek named it Agency of the Year for 2013.
Capsule checked 3rd April 2018
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Adbrands Daily Update 6th Mar 2019: New CMO Michelle St Jacques took steps to address continuing declines by MillerCoors' flagship brand Coors Light. She called a review of creative out of 72andSunny, which is understood not to be defending the account. Nielsen estimated a 7% slide in Coors Light volumes for the final quarter of 2018, according to figures quoted by market watcher Beer Insights. Yet that was a better result than top-selling US beer Bud Light, down almost 9% in the same period. The review prompted 72andSunny to lay off 24 employees, equivalent to 5% of its US workforce. The new Australian outpost of 72andSunny is also nursing a big account loss with the transfer of local telecoms provider Optus.
Adbrands Social Media 4th Feb 2019: "The 100-Year Game". The NFL has a long history of advertising in its own Super Bowl, but arguably no previous ad has proved quite as popular or as spectacular as 72andSunny's splendid, chaotic reunion dinner. You'd have to be a fan - or, simply, American - to recognise any other than a couple of these famous faces, but essentially the entire Football Hall of Fame is present and correct. Though significantly less well known internationally, they're as familiar to US sports fans, and as revered, as movie stars. Getting them all together for this ad was quite a feat, but it looks like they had a ball making it.
Adbrands Weekly Update 16th Aug 2018: Ads of the Week "Sex is a Sandwich?". 72andSunny unveiled its first collection of ads for US condom brand Trojan, a unit of Church & Dwight. They're rather more adventurous (in more ways than one!) than most of C&D's other brand advertising - for Arm & Hammer, Oxi-Clean and so on - even if they're also a little hit and miss. Here's the best of the bunch. It just so happens that we love peanut butter too! We prefer crunchy but we sometimes like creamy... Clearly that means a lot more than we'd realised...
Adbrands Weekly Update 7th Jun 2018: Ads Of The Week "Create the Answer". Blink and you'll miss one famous face or another in this thrilling new spot from 72andSunny for Adidas, kicking off the sportswear brand's World Cup campaign. No fewer than 56 star athletes (practising or retired), musicians. models and other notables make a cameo appearance in the course of just 90 seconds. The whole thing is framed as the sort of party you wish you'd been invited to, shot so casually that it looks as if no work whatsoever was involved in making it happen. We're betting, though, it took days on-set and then days more in post-production. Worth it though. It's our choice for Best World Cup 2018 ad to-date.
Adbrands Weekly Update 31st May 2018: Ads of the Week: "The Good, The Bad & The Beautiful". You can probably expect at least one World Cup themed ad here each week for the next couple of months. Here's the first big campaign from 72andSunny's new Australian office for local streaming provider Optus Sport, the IPTV arm of Australia's #2 telecoms company. Optus is positioning itself as the local authority on traditional football, hoovering up live streaming rights for all games in the 2018 World Cup, as well as all English Premier League games. 72andSunny's spot does a fine job of communicating all the passion associated with the global tournament. Virtually the entire population of Australia came from somewhere else over the course of the last 150 years, and most of those somewhere elses are competing for football glory during June. Goooooooooal!
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