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Changes In Store for 72andSunny

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LOS ANGELES 72andSunny added to its leadership team last month, hiring Matt Jarvis from Interpublic Group's Deutsch/LA to be its managing director and chief strategy officer in the 75-employee California office. Jarvis effectively fills the gap left when co-founder Greg Perlot parted for surfer-brand Quiksilver last year.

Also, the independent shop, whose clients include Discovery Channel, Nike, Bugaboo, Quiksilver and 2K Sports, has moved into larger facilities both here and at its Amsterdam headquarters.

Jarvis, 37, former evp and director of account planning at Deutsch, started his career on the account side at Leo Burnett. He worked on P&G brands before leaving to become president of the retail division of Justice Telecom. From there, he went to Deutsch, where he was part of the new business team, working on all accounts.

One of his priorities at 72andSunny, Jarvis said, is to raise the profile of the agency, which won a Cannes gold Lion in 2008 for the Nike spot "Next Level."

"It's been a bandwidth issue [for the agency]. The talent and caliber of its strategic thinking demand that they play on a larger scale," said Jarvis. "It's time to make that happen. 72andSunny has a creative culture, incredible strategics and owns their clients problems in a profound way, and that's inspirational to me as a strategist. Their core values and minds are simpatico -- accountability, sharing risk and reward, co-creativity, transparency, partnerships."

Those partnerships would also include equity. "We're interested in new business models and we're advocates of venture creativity. ... We have incredible creative capital to invest. We're willing to put skin in the game that would make most agencies blush, and that's real partnership," Jarvis said.