72andSunny
| Company type | Subsidiary |
|---|---|
| Industry | Advertising |
| Founded | 2004 |
| Founder | John Boiler, Glenn Cole, Robert Nakata, Greg Perlot |
| Headquarters | Los Angeles , United States |
Area served | International |
Key people | John Boiler (CEO), Glenn Cole (Creative Chairman), Matt Jarvis (former CEO) |
| Products | Advertising and marketing services |
| Parent | Stagwell (formerly MDC Partners) |
| Website | 72andsunny |
72andSunny is an internationally recognized creative advertising agency established in 2004 by John Boiler, Glenn Cole, Robert Nakata, and Greg Perlot. The agency is currently overseen by Boiler, Cole, and former CEO Matt Jarvis. It maintains offices in Los Angeles, Amsterdam, New York City, and Sydney. Renowned for its brand reinventions and culturally resonant marketing initiatives that merge entertainment with advertising, 72andSunny has received notable acclaim within the industry. It earned the title "Agency of the Year" from Advertising Age in 2012 and from Adweek in 2013. The agency operates as a subsidiary of Stagwell, previously known as MDC Partners.
Founding and early years
In 2004, 72andSunny was launched simultaneously in Los Angeles and Amsterdam by former Wieden+Kennedy Amsterdam executives John Boiler, Glenn Cole, Robert Nakata, alongside Greg Perlot, formerly of Microsoft Advertising. Initial clients included Bugaboo, Microsoft Xbox, Nike, and Quiksilver. After Perlot’s departure in 2008, entrepreneur Matt Jarvis joined as Chief Strategy Officer to drive expansion.
The agency received AdAge's Small Agency Campaign of the Year award in 2009 for its Nike campaign. That same year marked the introduction of Nook Sleep Systems—the United States’ first organic infant mattress brand offering non-toxic bedding and sleepwear options.
Controversies
72andSunny has been subject to several allegations of creative plagiarism. In 2015, artist Maya Hayuk accused the agency of copyright infringement regarding a Starbucks advertising campaign.
In 2018, two separate accusations emerged: David J. Castro II, CEO of Complex Apparel, claimed unauthorized use of his designs for a New Era campaign; simultaneously, director Danny Sangra alleged that the agency appropriated his concepts related to Infiniti.
In 2025, SPILL—a Black-owned social media platform—publicly accused 72andSunny of intellectual property theft and brand misappropriation following the launch of a similar platform named SPIL*.
Partnership with MDC
Following its acquisition by MDC Partners in 2010, 72andSunny expanded its client roster to include industry leaders such as Google, Target, Starbucks, Diageo, and General Mills.
In 2011, the agency developed Benetton's provocative "UnHate" campaign featuring images of world leaders kissing. That year also marked the beginning of their collaboration with Activision Call of Duty through annual live-action trailers starring prominent actors like Jonah Hill and Michael B. Jordan. Additionally, 72U—an internal communications academy—was established under the leadership of Kelly Schoeffel and Geoff McGann.
Samsung’s influential 2012 "Apple Fanboys" campaign, credited with contributing to Samsung overtaking Apple in smartphone sales, was another key project.
John Boiler assumed the CEO role in 2013 while Glenn Cole became the sole Chief Creative Officer. During both 2013 and 2014, Advertising Age and Adweek honored the agency as "Agency of the Year."
In 2015, under the "Here To Create" initiative, 72andSunny crafted compelling storytelling campaigns for Adidas and launched Brand Citizens—a consultancy focused on embedding social responsibility into marketing strategies—led by Jim Moriarty.
The Amsterdam branch debuted RAYNSIE in 2016: a collection of weather-resistant urban rider coveralls inspired by metropolitan design.
In 2017, the agency released a "Diversity Playbook," encouraging widespread industry adoption. Founders Glenn Cole and John Boiler transitioned into Creative Chairman roles as Matt Jarvis advanced to CEO.
By 2018, the production division was spun off into Hecho Studios.
By 2019, MDC had integrated 72andSunny centrally within its "Constellation" framework alongside Instrument, CP&B, Redscout, and Hecho Studios.
Current operations
Since 2013, 72andSunny Los Angeles has been situated in the former Howard Hughes offices within the historic Hughes Aircraft Company headquarters located in Playa Vista.
In 2019, Ad Age reported that 72andSunny generated global revenues of $164 million, positioning it as the second highest-earning agency under MDC Partners. The agency experienced a 16% increase in organic growth throughout 2020, driven by new client acquisitions including United Airlines, Etsy, and Indeed.
The agency is recognized for its role in enabling Samsung to surpass Apple Inc. in smartphone sales.
Currently, 72andSunny operates as a subsidiary of Stagwell, a marketing conglomerate comprising a diverse collection of creative agencies, which took ownership of MDC Partners in 2021.
Notable awards
Since 2020, the agency has earned five Emmy Awards, notably becoming the most decorated program at the 31st Annual Sport Emmys with its work on "NFL Next 100." In 2021, 72andSunny received the title of Entertainment Agency at the Cannes Lions Festival.
| Year | Award | Details |
|---|---|---|
| 2012 | AdAge Agency of the Year | |
| 2012 | Cannes Lions Grand Prix | Awarded for Benetton's "UnHATE" campaign |
| 2013 | Adweek Agency of the Year | |
| 2019 | Emmy Award | For "The Truth About Opioids - The Treatment Box" |
| 2020 | Emmy Awards (4) | For NFL's "Next 100" campaign |
| 2022 | AdAge A-List Standout Agency of the Year |
Notable campaigns
Highlighted campaigns include:
- Samsung's "The Next Big Thing is Here," designed to help Samsung overtake Apple as the top smartphone seller in the US; notable components were "Apple Fanboys," "El Plato Supreme," and the collaborative release of "Magna Carta Holy Grail" with Jay-Z.
- K-Swiss's "Kenny Powers MFCEO" campaign featured on Funny or Die, which earned recognition at the 2011 Clio Awards.
- The NFL's centennial celebrations with campaigns such as "100th Anniversary," launched by "The 100-Year Game," winner of USA Today's Ad Meter for Best Super Bowl Ad in 2019, and culminating with "The Next 100," which secured four Emmys for 72andSunny.
- Benetton's impactful "Unhate" initiative.
- Google's annual "Year In Search" series.
- Nike's dynamic "Take it to the Next Level" campaign.
- Call of Duty's narrative-driven "The Vet and the N00b."
- NFL's inclusive "Football is for Everyone," supporting LGBTQ+ fans.
- Tinder's interactive "Swipe Night."
- United Airlines' brand message, "Good Leads the Way."