Following a review that kicked off last July, Legacy, the public health foundation behind ongoing anti-smoking campaign, truth, has finally found a new creative agency partner in 72andSunny. The L.A./Amsterdam-based agency beat out finalists including 180LA, Droga5, Anomaly NY, and BBDO NY in the process, which was managed by Boston’s Pile + Co. 72andSunny now joins the truth agency roster that already includes MediaCom, which won media buying/planning duties for the brand last November.
Eric Asche, CMO of Legacy, which also brought on former Publicis Kaplan Thaler CEO Robin Koval as president/CEO last fall, says in a statement, “Historically, truth’s success has come from big ideas that impact youth culture. The challenge ahead of us is to build on this momentum in pursuit of the evolving youth audience. 72andSunny brought a transformative approach to the issue that we believe will impact youth culture from the inside. We’re excited to have the agency as a partner in the fight to end this epidemic.
72andSunny replaces Arnold Worldwide on the truth biz. The latter agency solely handled the account since late 2007 (Arnold previously worked alongside CP+B on the biz). Below is a pic of the truth team greeting 72andSunny if you’re interested.