72andSunny Retains Creative AOR Status for $70 Million Activision Account

They've been the agency of record since 2012

Activision's trailer for "Destiny" was released by 72andSunny in 2014. Youtube: destinygame

Activision has concluded a creative review that also included finalist Wieden+Kennedy by retaining 72andSunny as its creative agency of record.

“We are excited to continue our positive and productive relationship with Activision. We know we can do great things together and look forward to taking this franchise to new heights,” 72andSunny founder and creative co-chair Glenn Cole said in a statement.

72andSunny has served as Activision’s agency of record since 2012, after previously working with the client on a project-based relationship. Over the years, the agency has created a series of big budget, live-action ads resembling film trailers for some of Activision’s biggest franchises, including Call of Duty and Destiny.

In 2017, Activision Blizzard concluded a review of its global media account by retaining OMD and MEC for media buying planning in the U.S. and globally, respectively. Last month, Activision concluded a review of its social media accounts by selecting independent digital agency space150 as its social media agency of record.

Activision spent just under $70 million on measured media in the U.S. last year, according to Kantar Media.


@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.
@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.
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