Not many agencies can boast a creative output successfully targeting frat boys, nerds and sentimentalists. Fewer can do it with innovation.
But 72andSunny can.
The MDC Partners shop took Carl's Jr.'s sophomoric schtick one step past bikini-clad women and bragged that its chicken sandwiches had the biggest breasts in fast food. It also took Google Street View technology and made maps of Venus, the Moon and Mars for the video game Destiny -- the first time anyone used Google Street View in that capacity. And it launched Starbucks' first-ever global campaign featuring a series of mini-documentaries that highlighted, for example, how a deaf woman felt isolated until she learned that a hearing-impaired group met at a local Starbucks.
The breadth of work is testament to the Los Angeles-based shop's creative and technology skills and why new and existing clients keep coming back for more. 72andSunny in 2014 posted a whopping 52% growth in revenue, 65% from existing clients. Headcount rose 39% as the agency expanded its footprint, opening up shop in New York.
And though 72andSunny is rather conservative with pitches, in 2014 it won the three it went after: the American Legacy Foundation's Truth anti-smoking effort; Tillamook cheese; and Samsung global work for the Galaxy phone. Organic growth came from clients like Google, which tapped 72andSunny for Fiber.
The shop emphasized talent in 2014, recruiting mid- and senior-level people and offering training programs for existing employees. "Growing the right people is the way to run this business," said 72andSunny co-founder and CEO John Boiler.