MDC Partners Purchases 72 And Sunny

Digital shop boasts clients like K-Swiss, Nike, Carl’s Jr., and Discovery Channel.

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.”

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior

Whitepaper | Mobile US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups

Whitepaper | Analyzing Customer Data Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people

Whitepaper | Digital Marketing Learning to win the talent war: how digital marketing can develop its people

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy

Report | Digital Transformation Engagement To Empowerment - Winning in Today's Experience Economy

4w

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource