72andSunny has launched The Strategy Studio, a consultancy service on how to drive growth for brands.
The Strategy Studio has opened in Sydney, New York, Los Angeles and Amsterdam.
The unit can tap into international resources to uncover insights and trends as well as access knowledge gleaned working on 72andSunny’s roster of past and current client partners, such as Google, adidas, NFL, Adobe, Meta, Amazon, Spotify, TikTok and Activision.
“We created the Strategy Studio because clients need a deeper level of strategic advice on how to navigate a marketing landscape that’s evolving faster than ever before," 72andSunny ANZ CEO Ross Berthinussen said.
“To engage new audiences and drive growth, clients need to be agile and fast to market, but must also understand the often complex, cultural context they are operating within. That’s exactly what our new offering does."
The Strategy Studio has been set up to help client partners with a range of different strategic challenges that can charge growth, such as identifying growth audiences, developing foundational brand strategies and go-to-market playbooks.
To lead the global consultancy team 72andSunny have hired two agency alumni, who will work on projects across the agency’s client partners.
Head of consulting Miné Cakmak is re-joining the agency from her role as group strategy director at consultancy FNDR. Originally from Istanbul, Cakmak left a career on Wall Street for one in brand building, working at agencies including TBWA/Chiat/Day, Johannes Leonardo, and 72andSunny.
Cakmak is joined by senior strategist Aviva Mann, another 72andSunny alumni, who’s joining from design consultancy Landor & Fitch.
Berthinussen said The Strategy Studio works with clients who need upstream thinking.
“But we also work with companies that need strategic firepower but not necessarily full-service support, either because they have needs that are bigger than marketing, or because they have in-house creative departments.”
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