Target Ends Its 5 Year Relationship with 72andSunny, Citing Business Conflict

By Erik Oster 

Target and 72andSunny will be going their separate ways after approximately five years together. The reason for the split is an unspecified conflict.

“We began working with 72andSunny in 2012 and appreciate their contributions over the years,” Target spokesperson Joshua Thomas told AgencySpy in a statement. “Due to a business conflict, we are ending our relationship with 72andSunny.”

Both Target and 72andSunny declined to elaborate on the nature of the business conflict, but the agency was named lead global creative agency for eBay last month.

72andSunny became “one of many agencies Target has called on since announcing its split from W+K” back in 2012, as noted in the client’s statement, and started its tenure with a Spider Man-themed spot that summer. The agency’s highest profile work for the retailer has probably been its annual holiday campaigns, such as 2015’s “Holiday Odyssey” campaign featuring a digital children’s book narrated by Neil Patrick Harris.

Target confirmed that its holiday work has been awarded to Deutsch L.A., which partnered with the brand in the past for several projects including its 2015 Grammy Awards effort with Imagine Dragons and its “Share the Force” Star Wars fan site later that year as part of the brand’s partnership with Lucasfilm.

The chain generally does not name a creative agency of record, though it did consolidate its $600 million-plus media business with WPP’s GroupM last year.