/// 2013 U.S. Agency of the Year: 72andSunny
The long wood table that 72andSunny partners John Boiler, Glenn Cole, Robert Nakata and Matt Jarvis share as a desk inside their Playa Vista, Calif., office says a lot about the agency and its recent success. You see, the desk is made of slats from the old floor of Pauley Pavilion, home court of UCLA’s basketball team, another perennial Southern California winner. This desk doesn’t symbolize winning, though—but rather, how you play the game. “One of our big inspirations is John Wooden,” explains Jarvis, the agency’s chief strategy officer, referring to UCLA’s legendary head coach. “He never talked about winning or losing—he talked about performing at the highest level you’re capable of. And so, that has been a huge influence on how we look at channeling our competitive spirit in a way that’s productive, long term and sustainable.” And though Wooden didn’t fixate on winning, he still won more than 80 percent of the games he coached—a fact that makes him an extraordinary and appropriate role model for an agency completing its most successful year ever. In 2013, 72andSunny not only expanded relationships with core clients Samsung and Target, but it also landed coveted slots on the creative rosters of world-class brands ESPN, Google and Starbucks. In addition, the shop dethroned JWT as lead global agency on Smirnoff , the biggest selling spirits brand in the world. In the process, U.S. revenue soared 81 percent to an estimated $85 million. Creatively, the MDC Partners shop with the quirky name took big swings, particularly with Samsung and Activision Publishing, producing high-profile ads that blended celebrities with brands in unexpected ways. One long-form Samsung ad captured Jay-Z in the studio with producer Rick Rubin working on Jay-Z’s latest release, Magna Carta Holy Grail —of which 1 million Galaxy owners got an exclusive early download. Another Samsung ad made great use of LeBron James in a warm family setting, with his wife using a Galaxy phone to film father and son at play. Finally, for Activision’s Call of Duty: Ghosts, 72andSunny partnered with Eminem , who supplied music for the game and a video that teased the November launch.
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2013 U.S. Agency of the Year: 72andSunny