Unilever’s Seventh Generation will shift its creative account to independent Opinionated, Portland, Oregon, next year as incumbent 72andSunny continues through year end on a project basis, a spokeswoman for the brand said.
Seventh Generation, which spent $18 million in measured media last year according to Kantar, brought on 72andSunny in late 2015 following a review just before the company was sold to Unilever. The agency subsequently picked up global work on one of the packaged-goods giant’s top brands—Axe—an account it retains.
Seventh Generation is in the midst of a global rollout on five continents. This is the latest in a series of losses for 72andSunny, including the Coors Banquet and Coors Light accounts (the latter still in a review from which the shop has been eliminated); and the General Mills corporate account (though it remains in the mix for project work there).
Opinionated is less than two years old, formed by former Wieden & Kennedy star Mark Fitzloff. Clients include Adidas, Allbirds, Google, GoFundMe, Activision and Paypal. While it has no prior packaged-goods clients, Fitzloff and company have experience on Procter & Gamble Co., its Old Spice brand and Coca-Cola.
Seventh Generation has had a long run of success with funny ads from 72andSunny featuring Maya Rudolph. Unilever executives have expressed satisfaction with the work both publicly and privately.
72andSunny declined to comment.