Discovery Picks 72andSunny

LOS ANGELES Independent 72andSunny has won domestic strategic and creative duties for Discovery Channel.

A rebranding and relaunch effort is expected in October, according to Dan Bragg, client vp and creative director.

Discovery spent $65 million in domestic measured media last year, excluding ads broadcast on its own network, per TNS Media Intelligence.

“We started off with detailed research to hone in better with our marketing efforts,” said Bragg. “72andSunny had the unique voice that was at the heart of what we had to look for.” Bragg said six agencies were invited to pitch, but he declined to name the other contenders.

The Discovery brand “is still caught up in the intellectual space,” he said. “The brand itself is not as heartfelt as our programming. So the marketing will try to move the brand to being more culturally relevant and more emotionally engaging.”

Glenn Cole, partner and creative director at the El Segundo, Calif.-based agency, said the rebranding push would “speak from a place of enthusiasm as opposed to the point of scholarship.”

Added Greg Perlot, agency partner and strategic director: “We have a feeling that the culture is in a really curious place right now. It’s interested in adventure, experience, the planet itself and stewardship of it, so we’ll position Discovery at the center for those who are curious.”