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72andSunny | Agency Profile, Contacts, AOR, Client Relationships

Service: creative

Main Telephone
(212) 993-1300
Primary Address
55 Water Street
Sixth Floor
Brooklyn, NY 11201

72andSunny Contacts

Contacts (5/24)
Name Title State
Brett E. President NY
Sample of Related Brands
Email: *****@*******.***
Main Phone: (212) 993-1300
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 55 Water Street
Sixth Floor
Brooklyn, NY

Chris C. Strategy Director NY
Fairchild F. Director, Design NY
Lauren S. Director, Operations NY
Ryan C. Senior Executive Producer NY

Client Relationships

Brand Service From To Media Spend
*******, ***. Creative 2018 present *******
********** Creative 2018 present ********
****'* **. Creative 2019 present ********
******* *********** Creative unknown present *********
******, ***. creative, digital, public relations, social 2014 present *********

See Winmo sales intelligence in action


Campaigns Imminent: Iovate taps creative AORs for Six Star Pro Nutrition, Purely Inspired brands (Score 54)

Six Star (SS) brand, concluding a review. The agency will spearhead SS's advertising, packaging, brand identity, content creation and integrated strategy. Iovate previously handled the work in-house, and this appointment is SS's first foray into the agency space. 

Iovate also recently announced a partnership with Purely Inspired (PI) nutrition brand.

These shifts come not long after Iovate selected Timothy Toll as its new CEO in June 2020. Toll previously served in the same role at Irwin Naturals. The company also hired paid media performance lead Gina LaDelfa in May 2020; she handles paid media efforts for the SS brand in particular.

Additionally, Brian Cavanaugh, Iovate's global CBO of a year, departed in August 2020 and has not yet announced next steps. The company may be in search of a replacement, but I expect Iovate assigned Cavanaugh's duties to CMO Jarrod Jordan.

SS develops goods such as performance energy drinks, protein powders and pre-workouts. I expect its marketing strategy to shift notably under this new AOR, especially considering demand for its products shifted as people started working out at home more than doing so at the gym. Already, SS has been named the official protein powder and pre-workout supplement for the NWHL's Buffalo Beauts and Metropolitan Riveters during the 2021 NWHL Isobel Cup in NY. The upcoming season and playoffs will occur from January 23-February 5, 2021. We are already seeing SS work with brand ambassadors such as soccer phenom Tobin Heath and football superstar TJ Watt (more below).

View each brand's recent digital ad spend, estimated by Pathmatics, here. Note that even though PI's spend has dropped YOY, SS's has risen significantly enough to create upward momentum for Iovate's overall digital ad spend.

This increase in ad spend will continue with upcoming work from both brands' new creative AORs; remember 72 will soon launch a new, rebranded campaign for PI. SS also works with brand ambassadors such as Pittsburgh football star TJ Watt (see video above), baseball All-Star Giancarlo Stanton and NBA star Russell Westbrook. Due to the sports-audience orientation of these ambassadors, it's safe to say SS has a target demographic of athletic men; PI's is similar. The brands' increased digital ad spend signals this audience also skews toward millennials. According to Kantar, SS's leaders hold planning conversations in Q2 and buying conversations in Q1; IP's respectively hold the same in Q1 and Q4.

Agency & martech readers - Agency reviews tend to follow one another, especially after DM shifts such as the ones I mentioned earlier, so reach out soon to secure potential PR, media, digital analytics and/or social media management duties. Due to the nature of both of these AOR shifts, we conclude the company is particularly interested in project-based and/or brand-specific partnerships at this time.