For an ad shop that hasn’t yet reached its tenth birthday, 72andSunny is heading straight through the stratosphere with its latest client, Google Chrome. The internet leviathan is reported to have chosen the agency for a new campaign on its browser, even though much of its messaging to date has come from Publicis Groupe’s BBH.
One shop’s loss is another’s gain
Both online advertising agencies remain tight-lipped about the new development but it undoubtedly represents a major coup for the SoCal-based shop, which recently won AdAge’s 2013 “Agency of the Year” award.
Curious art directors, copywriters and account managers eager to know why Google chose the shop should note that BBH lost some key creative talent recently, several of whom had been working on the Google account. Ben Malbon, a Founding Partner at BBH Labs and Executive Director of Innovation at BBH recently jumped shipped to join Google Creative Labs; he’d played a major role in cultivating the BBH-Google relationship. He was followed to the same destination by BBH’s New York creative Jesse Juriga.
Onwards and upwards
2012 turned out to be something of a bonanza for 72andSunny, with its roster expanding massively through organic growth and new business (billings soared by 66 per cent). The shop was behind the cunning “The Next Thing is Already Here” campaign for Samsung last fall, brilliantly timed to coincide with the launch of the iPhone. The ads featured Apple fans queuing up for the new iPhone and drew attention to the fact many of the most touted features on the gadget were already present on Samsung devices. The message? Don’t be an iSheep.
Its work on Activision’s most popular game “Call of Duty” set the entertainment franchise record in 2011 – then broke it the next year. It’s moved forward in leaps and bounds, despite the laid back Californian imagery (staff walk around in its workspace wearing flip flops, yoga pants, sweatshirts and shorts, and there’s even a BBQ patio and a beer fridge).
From starting as a project agency, the shop grew to agency-of record for Activision, then digital-agency-of-record for Sonos, then fully integrated AOR on Carl’s Jr. burgers and Hardees. And now it can claim Google as one of the big names on its assignment list, for whom it’s tipped to work on Project Re-Brief’s next incarnation.