72andSunny : advertising & marketing assignments

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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.

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Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Adbrands Weekly Update is a weekly summary of the latest news affecting leading advertisers and their advertising and marketing agencies.

Capsule checked 3rd April 2018

Recent stories from Adbrands Weekly Update:

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!

Adbrands Social Media 29th Mar 2018: "We Who Reign". My cap, my cap, my kingdom for a dope new cap! Some cool juxtapositions of classical and modern from 72andSunny in a smart campaign for New Era, now the world's biggest manufacturer of headwear, to mark the start of the new Major League Baseball season. Incredibly, New Era services around 500 different sportswear licenses, but that iconic NY logo is the one everyone wants. Fans of anyone other than the Yankees may be a bit peeved that they get such short shrift in the ad by comparison, but at least the LA Dodgers, Houston Astros, Chicago Cubs and Seattle Mariners get a few seconds of face time, courtesy of their respective star players. Music is by Mike WiLL Made-It. 

Adbrands Weekly Update 11th Jan 2018: Ads of the Week "Masters of Pasta". You'd think Roger Federer would have developed some acting skills after so many years of product endorsement commercials. But no, that shy demeanour and goofy half-smile is still fixed in place for this otherwise entertaining extended spot for Barilla pasta from 72andSunny Amsterdam. Michelin-starred chef Davide Oldani, on the other hand, delivers a masterful performance (though he would almost certainly struggle to win a point against RF on the court). 

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