72andSunny Los Angeles has been named global creative agency of record for sound experience company Sonos. 72andSunny will help Sonos continue to build out its brand strategy and storytelling efforts as the company grows and diversifies its products.
72andSunny will help drive creative strategy and lead integrated marketing efforts—including the development of brand storytelling platforms, product vision and narratives, as well as multi-channel advertising campaigns—along with Sonos’ other partner agencies.
“The whole team at 72 are Sonos superfans, maybe even super nerds,” said Lauren Smith, executive creative director at 72andSunny in a statement. “It’s a special opportunity to work on a brand that’s so close to our hearts and souls.”
Sonos previously worked with Anomaly and after that VCCP and Muh-Tay-Zik / Hof-Fer on creative and strategy, and has released other campaigns with M&C Saatchi Sport and Entertainment North America, but the brand has worked with 72andSunny in the past, including a campaign in 2014 for its wireless hi-fi system.
“Sound—and music—have the power to spark intense emotions and we want our brand storytelling to evoke that same magic,” said Pete Pedersen, vp of marketing at Sonos in a statement. “We welcome the ambition, grit and thoughtfulness that 72andSunny will bring to our brand so we can reach—and inspire—a wider swath of listeners around the world.”
Sonos debuted its “Feel More with Sonos” communications platform in August 2021, leaning into the emotional connection and joy of listening experiences on Sonos products. In the last few years, the company has introduced new products in the home theater and portables categories.