Agency holding company MDC Partners has purchased a majority stake in 72 and Sunny for an undisclosed sum. Digital shop 72 and Sunny includes brand clients like K-Swiss, Nike, Carl’s Jr., Hardee’s, Discovery Channel, PacSun, and Bugaboo.
The development comes on the heels of MDC Partners’s Dec. 1 acquisition of Canada-based ad agency Capital C Communications, which has clients such as Pepsi Canada, Sun Life Assurance Company of Canada, Nissan Canada, and Unilever Canada. MDC's typical model has it investing in partial or whole ownership of stand-alone agencies while leaving executive management in place to preside over each business.
The Toronto-based holding company also has been known to utilize a strategy of combining properties for the sake of geographical foothold. As an example, in July, MDC Partners merged another agency, Zig, with Crispin Porter & Bogusky. That move appeared designed to benefit the latter with a local presence in Toronto, which Zig calls home. Whether it has similar plans for Los Angeles-based 72 and Sunny remains to be seen.
72 and Sunny founders John Boiler, Robert Nakata, and Glenn Cole established the agency in 2004 after working in the Portland, OR, and Amsterdam offices of Wieden & Kennedy. In a prepared statement, CEO Boiler said, "The partnership with MDC Partners allows us to test and expand on those ideas more quickly, which will ultimately benefit our culture, our people, and our clients.”
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014