Zillow hires 72andSunny as creative AOR

Zillow has chosen 72andSunny as its creative agency of record following a review that began six months ago after the exit of Aimee Johnson, the brand's chief marketing officer. The marketer had been working with Fig after hiring the agency in early 2020 following another six-month review. A spokeswoman for Seattle-based Zillow confirmed the appointment. “Zillow is happy to name 72andSunny as its new creative agency of record,” the spokeswoman said in a statement. “The agency will work with Zillow’s marketing team to develop creative campaigns and brand-building initiatives.” Fig did not defend the account, according to multiple people close to the situation. Ad Age's Marketers of the Year The 10 marketers that broke through in 2022 See the full list here 72andSunny declined to comment. This continues some recent momentum for the Stagwell-owned 72andSunny, which launched a global campaign for Zoom in September and also won global creative AOR duties for Sonos last month. However, the shop parted ways with Smirnoff as a client earlier in the year when the liquor brand began working with McCann as its global creative agency. 72andSunny did not defend that account, which it held for nine years. Earlier this year, Zillow parted ways with Johnson. The former CMO had worked at the real estate brand for three years before leaving in April; shortly after, Zillow put its creative account into review. Since then, marketing has been led by Ravi Kandikonda, senior VP of marketing. Under Fig, Zillow released a series of creatively clever campaigns. Early in the pandemic, Zillow showcased the value of a home with a time-lapse film that showed 24 hours in the life of a quarantined family as Bob Dylan’s “Shelter from the Storm” played in the background. Later, as the real estate market surged, Zillow capitalized with spots about how the brand is more than just a tool for finding a new home. Subsequent campaigns highlighted new features, including a comparison feature. Judith Carr-Rodriguez, partner and chief executive at Fig, said in a statement that the agency is proud of the work it created for Zillow and wishes them the best. “The partnership has been mutually beneficial as it has helped us put our creative-first, data-fueled approach into action as we focused on building brand saliency for Zillow,” Carr-Rodriguez said, noting marketing platforms such as “Change is hard, but it's worth it” and “There's no place like Zillow.” In recent months, the housing market has come back down to earth following years of explosive growth. Formerly low interest rates for a 30-year fixed mortgage are now hovering near 7%. For its third quarter, Zillow reported $483 million in revenue, a 12% decline from a year earlier. The company lost $53 million for the quarter and warned of slowing business. Tracking layoffs and budget cuts How brands and agencies are bracing for a recession Click here

Zillow hires 72andSunny as creative AOR

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