Smirnoff Chooses 72andSunny as New Creative Agency of Record
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MDC Partners-owned 72andSunny has won a place on Diageo’s roster — and in a big way, picking up global creative duties for Smirnoff, the world’s largest vodka brand. The decision, which comes after a review that included several roster shops, ends the marketer’s relationship with WPP’s JWT after a 14-year run.
“In the final analysis 72andSunny presented a powerful single minded idea that we are confident will help deliver our growth ambitions for the brand,” David Gates, Diageo’s global head of premium Core Brands, said in a statement to Ad Age. “The agency’s brilliant creativity, strategic thinking and clear affinity with the brand and its consumers give us great confidence that they are the right partner to help deliver our bold vision for Smirnoff and we look forward to working together to write the next chapter in the brand’s history.”
JWT, which chose not participate in the review, declined to comment. Other contenders included Diageo roster shops Mother, Anomaly and BBH according to people familiar with the matter.
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