What's Happening?
72andSunny has announced the formation of the 72andSunny Creative Collective, expanding its global presence. This new structure includes Forsman & Bodenfors' Toronto and Singapore offices, which will rebrand as 72andSunny, while its European offices retain the Forsman & Bodenfors name. The Collective also incorporates Bruce Mau Design and Hecho Studios. Justine Armour, global chief creative officer at Forsman & Bodenfors, will serve as the international chief creative officer for the Collective. The expansion aims to enhance service for multinational clients such as United Airlines and Adobe.
Why It's Important?
The creation of the 72andSunny Creative Collective represents a strategic move to strengthen the agency's global capabilities and client service offerings. By integrating diverse creative entities, the Collective can leverage varied expertise and resources to deliver innovative solutions to multinational clients. This expansion may enhance the agency's competitive edge in the advertising industry, potentially attracting new clients and increasing market share. The rebranding of offices signifies a unified approach to creative services, which could lead to more cohesive and impactful campaigns.
What's Next?
As the 72andSunny Creative Collective begins operations, stakeholders will likely focus on integrating teams and aligning creative strategies across offices. The agency may pursue new business opportunities and collaborations to capitalize on its expanded capabilities. Observing client feedback and market response will be crucial in assessing the success of this strategic initiative.
