W+K, Microsoft Veterans Launch 72andSunny

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Three veterans of Wieden + Kennedy/Amsterdam and a former head of advertising at Microsoft today announced the launch of 72andSunny, a new agency with offices in Los Angeles and Amsterdam. The shop's founders include John Boiler, former ECD of Wieden + Kennedy/Amsterdam, and Glenn Cole, former CD on Nike Europe -- who ventured out together two years ago as a freelance creative team. They're joined by Canadian-born designer Robert Nakata -- most recently of Wieden + Kennedy/Amsterdam -- who will hold down the Amsterdam office, and former Microsoft director of advertising and corporate research Greg Perlot, who will serve as director of strategy.

"We were all just ready," explains Cole of the foursome's descision to launch the new shop. "We were all having the same conversations at the same time." The team hopes to bring its experience with European advertising to bear on the U.S. market -- with special emphasis on what Cole sees as the greater integration of advertising and design that one finds in a global creative community like Amsterdam. "It's interesting to come from Europe and see some of the diffences in how advertising is handled here and even how it's digested by consumers. There's a more sophisticated design sensibility there, and there could be here. We want to try that out."

72andSunny opens its doors as the agency of record for Dutch stroller company Bugaboo and with project assignments from USA Network, Musicmatch and the Portland Trail Blazers in the pipeline. Read more about the agency and its founders next week in the April issue of Creativity.

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