72andSunny

72andSunny
Company typeAdvertising agency
IndustryAdvertising, Communications
Founded2004; 21 years ago (2004)
FoundersJohn Boiler,
Glenn Cole,
Robert Nakata
HeadquartersLos Angeles, Amsterdam
Website72andsunny.com

72andSunny is a global creative advertising agency, founded in 2004 by John Boiler, Glenn Cole, Robert Nakata and Greg Perlot, and currently chaired by Boiler, Cole and former CEO Matt Jarvis. with offices in Los Angeles, Amsterdam, New York City, and Sydney.[1] The agency is known for brand transformations and culturally-led marketing campaigns that "combine entertainment and advertising."[2] 72andSunny won "Agency of the Year" in 2012 by Advertising Age and 2013 by Adweek.[3][4][5] It is a subsidiary of Stagwell, formerly MDC Partners.[6]

History

Founding and early history

72andSunny was founded in 2004 in Los Angeles and Amsterdam by three former leaders of Wieden+Kennedy Amsterdam—John Boiler, Glenn Cole and Robert Nakata—and former director of Microsoft Advertising and Corporate Research, Greg Perlot.[1] The company's initial clients included Bugaboo, Microsoft Xbox, Nike, and Quiksilver.[3] Perlot departed to work for Quicksilver in 2008 and entrepreneur Matt Jarvis replaced him as Chief Strategy Officer to drive growth and scale the business.[7]

In 2009, 72andSunny won AdAge's Small Agency Campaign of the Year based on its work for Nike.[3] In the same year, the agency also launched its own product line, Nook Sleep Systems, the first organic infant mattresses line in the United States. The line offers non-toxic bedding and sleepwear.[8]

History with MDC

In 2010, MDC Partners acquired the agency. Following the acquisition, 72andSunny added clients including Google, Target, Starbucks, Diageo, and General Mills to its roster.[9]

In 2011, 72andSunny created Benetton's controversial "UnHate" campaign featuring world leaders kissing.[10]

In 2011, 72andSunny started working with Activision Call of Duty, inventing an annual "live action trailer," featuring celebrities including Jonah Hill, Taylor Kitsch, Michael B Jordan, and Cara Delevigne.[11]

That same year, 72andSunny also launched 72U, an in-house communications school. Kelly Schoeffel and Geoff McGann were the first leaders.[12]

Samsung's 2012 campaign, "Apple Fanboys," was credited with helping Samsung surpass Apple in phone sales.[13]

In 2013, John Boiler became the company's first CEO and Glenn Cole became its sole Chief Creative Officer.

The company was named "Agency of the Year" in 2013 and again in 2014 by Advertising Age and Adweek.[14][15]

In 2015, 72andSunny produced a series of campaigns based around Adidas, described as "relentless and aggressive storytelling," under the brand line "Here To Create."[16]

In 2015, 72andSunny launched Brand Citizens, a purpose and impact consultancy "to help brands make doing good a central part of their marketing," led by former CEO of the Surfrider Foundation, Jim Moriarty.[17]

In 2016, 72andSunny's Amsterdam offices debuted their own product, RAYNSIE, a line of weatherproof coveralls for urban riders. The agency called RAYNSIE's design an "homage to the city" based on the bright colors and prints.[18]

72andSunny released a "Diversity Playbook" in 2017 that it invited competitors to "steal."[19]

In 2017, 72andSunny founders Glenn Code and John Boiler became "Creative Chairmen;" Matt Jarvis was promoted to CEO.[20]

In 2018, Hecho En 72, the production entity housed within 72andSunny, launched as its own company, Hecho Studios.[21]

In 2019, MDC established 72andSunny as an anchor of its "Constellation" strategy, together with Instrument, CP&B, Redscout, and Hecho Studio.[22]

Current operations

72andSunny Los Angeles has occupied the former offices of Howard Hughes at the old Hughes Aircraft Company headquarters in Playa Vista since 2013.[1][23]

Ad Age estimated that 72andSunny earned global revenues of $164 million in 2019, placing it second among MDC agencies by revenue.[24][25] 72andSunny saw 16% organic growth in 2020, through acquiring clients such as United Airlines, Etsy, and Indeed.[26]

The company is credited with helping Samsung overtake Apple Inc. in cell phone sales.[14][27]

72andSunny is currently a subsidiary of Stagwell, a marketing group housing a portfolio of creative and diversified marketing agencies, which acquired MDC Partners In 2021.[28]

Notable awards

The agency has won 5 Emmy Awards since 2020, including being the most awarded program at the 31st Annual Sport Emmys with "NFL Next 100.".[29] In 2021, 72andSunny was named Entertainment Agency of the Cannes Lions Festival.[30]

Year Award Notes
2012 AdAge Agency of the Year[14]
2012 Cannes Lions Grand Prix[31] for Benetton "UnHATE"
2013 Adweek Agency of the Year[15]
2019 Emmy Award[32] for "The Truth About Opioids - The Treatment Box"
2020 Emmy Awards (4)[29] for NFL "Next 100"
2022 AdAge A-List Standout Agency of the Year[33]

Notable campaigns

Notable campaigns include:

  • Samsung "The Next Big Thing is Here"[14] This campaign was launched with the intent of displacing Apple as the leading US smartphone seller, and is attributed with pushing Samsung above Apple in phone sales.[34][35][36] Notable work included "Apple Fanboys", "El Plato Supreme" and the Samsung/Jay-Z release of "Magna Carta Holy Grail."
  • K-Swiss "Kenny Powers MFCEO" campaign on Funny or Die won at the 2011 Clio Awards.[37]
  • NFL "100th Anniversary" and "The 100-Year Game" The campaign launched with "The 100-Year Game", which won the USA Today Ad Meter for Best Super Ad in 2019, and closed with "The Next 100" for which 72andSunny won 4 Emmys.[38][39][40]
  • Benetton "Unhate"
  • Google "Year In Search"
  • Nike Take it to the Next Level
  • Call of Duty - The Vet and the N00b[41]
  • NFL - Football is for Everyone[42]
  • Tinder - Swipe Night
  • United Airlines - Good Leads the Way

See also

References

  1. ^ a b c Lewis, Amanda (January 22, 2014). "How 72andSunny Became One of the Most Exciting Ad Agencies of L.A.'s Madison Avenue". LA Weekly. Archived from the original on 24 December 2014. Retrieved 7 April 2014.
  2. ^ "Most Innovative Companies 2012 – Industries Top 10 – Advertising". Fast Company. 2 February 2012.
  3. ^ a b c "72andSunny advertising and marketing assignments at Adbrands.net". www.adbrands.net. Retrieved 2022-12-11.
  4. ^ "Awards: Gerety Awards announces Agency and Network of the Year; 72andSunny and Havas declared winners". adobo Magazine Online. 2020-10-27. Retrieved 2022-12-12.
  5. ^ "Gerety Awards Announces Agency, Network and Holding Company of the Year". www.lbbonline.com. Retrieved 2022-12-12.
  6. ^ "Company Overview of 72andSunny Industries". Bloomberg Businessweek. Archived from the original on April 7, 2014. Retrieved 7 April 2014.
  7. ^ Solman, Gregory (October 6, 2008). "Changes In Store for 72andSunny". Retrieved 2022-12-11.
  8. ^ "72andSunny". Communication Arts. 2010-08-25. Retrieved 2022-12-12.
  9. ^ "72andSunny is turning out head-turning creative and bringing in some new wins". Ad Age. 2021-06-07. Retrieved 2022-12-28.
  10. ^ "'A grave lack of respect': When Benetton whipped up a storm with 'Unhate'". www.campaignlive.co.uk. Retrieved 2022-12-11.
  11. ^ "Activision: Call Of Duty's New Worldwide Campaign By 72andSunny". The Drum. Retrieved 2022-12-28.
  12. ^ Jardine, Alexandra. "72andSunny Launches In-House School". AdAge. Retrieved 11 January 2023.
  13. ^ Cain, Gregory. "Samsung vs. Apple: Inside the Brutal War for Smartphone Dominance". Forbes. Retrieved 11 January 2023.
  14. ^ a b c d McMains, Andrew (December 8, 2013). "Agency of the Year - Ad Week". Ad Week. Retrieved March 24, 2014.
  15. ^ a b "72andSunny Takes Agency of the Year in Advertising Age Agency A-List". Advertising Age. Wall Street Journal. January 28, 2013. Retrieved 7 April 2014.
  16. ^ "Adidas names 72andSunny global creative agency for sports | Advertising". Campaign Asia. Retrieved 2022-12-12.
  17. ^ Aziz, Afdhel. "The Power Of Purpose: How Jim Moriarty And 72andSunny Are Unleashing Brand Citizenship Through 'Unignorable Creativity'". Forbes. Retrieved 2023-01-29.
  18. ^ Richards, Katie (November 18, 2016). "72andSunny Amsterdam Made Awesome Waterproof Onesies for Biking in the Rain". www.adweek.com. Retrieved 2023-01-29.
  19. ^ Richards, Katie (2017-09-21). "72andSunny Published a Diversity Playbook That It Wants All Companies to 'Steal'". Adweek. Retrieved 2022-12-28.
  20. ^ "72andSunny Chief Strategy Officer Matt Jarvis Becomes CEO". Ad Age. 2017-01-23. Retrieved 2023-02-11.
  21. ^ Coffee, Patrick (May 30, 2018). "72andSunny Continues Reorganization, Spinning Off Production Unit Into Hecho Studios". Retrieved 2022-12-12.
  22. ^ "Constellation is the latest MDC agency cluster—this one includes 72andSunny and CPB". Ad Age. 2020-02-11. Retrieved 2023-01-29.
  23. ^ Vincent, Roger (July 29, 2012). "Howard Hughes' Playa Vista office finally gets a new occupant". Los Angeles Times. Retrieved 7 April 2014.
  24. ^ "Constellation is the latest MDC agency cluster—this one includes 72andSunny and CPB". Ad Age. 2020-02-11. Retrieved 2023-02-11.
  25. ^ "72andSunny advertising and marketing assignments at Adbrands.net". www.adbrands.net. Retrieved 2023-02-11.
  26. ^ Roche, Barbara (2021-05-11). "United Airlines lands creative account at 72andSunny LA". Reel Chicago News. Retrieved 2023-02-11.
  27. ^ "72andSunny's Role in the Apple Vs. Samsung Battle". Bloomberg Businessweek (video). March 5, 2013. Archived from the original on April 7, 2014. Retrieved 7 April 2014.
  28. ^ "Stagwell advertising & marketing assignments at Adbrands.net". www.adbrands.net. Retrieved 2022-12-12.
  29. ^ a b "National Football League Scores Six Sports Emmy Awards". nflcommunications.com. Retrieved 2022-12-11.
  30. ^ O’Brien, Kyle (June 25, 2021). "Cannes Lions Names Its Agencies of the Festival". www.adweek.com. Retrieved 2023-02-11.
  31. ^ "Benetton follows gay kiss ads with 'unemployee of the year' spot". www.campaignlive.co.uk.
  32. ^ "The Ad Council And Truth Initiative: The Truth About Opioids: The Treatment Box By 72andSunny". The Drum.
  33. ^ "72andSunny powers NFL, Etsy and Tinder to marketing wins". Ad Age. March 14, 2022.
  34. ^ Fenzi, Francesca. "How to be cooler than Apple".
  35. ^ "Exclusive :: Inside 72andSunny, Advertising's Bright Horizon". The Hundreds. Retrieved 2022-12-12.
  36. ^ Cain, Geoffrey. "Samsung vs. Apple: Inside The Brutal War For Smartphone Dominance". Forbes. Retrieved 2022-12-12.
  37. ^ "- Kenny Powers Gets Signed By K-Swiss". Clios.
  38. ^ "NFL takes it 'to the house' with 'Next 100' Super Bowl spot". wusa9.com. January 29, 2020.
  39. ^ "Touchdown! NFL 'Next 100' wins 4 Sports Emmys". The Mill. August 12, 2020.
  40. ^ "Bill Belichick Gets His Sports Emmy For Work On NFL Network's 'NFL 100 All-Time Team' Series". www.cbsnews.com.
  41. ^ Iezzi, Teressa (November 6, 2011). "How Jonah Hill Became an Action Hero In Call Of Duty: Modern Warfare 3". FastCompany.
  42. ^ Century, Sara (2021). "NFL Supports LGBTQ+ Fans by Declaring That 'Football...'". www.adweek.com. Retrieved 2023-02-11.

Further reading