72andSunny ECD announces new global role days after exit

Buy now pay later platform Afterpay has appointed 72andSunny’s Luke Martin as global head of creative.

Martin shared the news in a post to LinkedIn overnight, confirming his new role only two days after his exit from 72andSunny ANZ was announced.

He exited the creative agency this month after four years as executive creative director, with Scott McClelland named as his replacement.

72andSunny ANZ CEO Ross Berthinussen spoke highly of Martin’s time at the agency.

“He he helped us build the culture that has powered our success and brand in Australia, from wins including Who Gives A Crap, MLC and BCF, Campaign Brief’s Agency Of The Year, Mumbrella and B&T Ad Campaigns of the Year and an ARIA for our work with Google,” he said on Monday.

“We wish him well and look forward to seeing him crush it.”

The new role sees Martin return to the world of tech, having joined the creative agency in 2020 after close to five years at Facebook in San Francisco. During his time in the US, he also worked at Apple and TBWA\Media Arts Labs in Los Angeles, with his previous Sydney experience including roles at Whybin TBWA and UrsaClemenger.

The appointment comes at an interesting time for the buy now pay later platform, which last month made a number of global redundancies in light of rising costs.

Part of Block, the fintech owned by Twitter co-founder Jack Dorsey, the business was confirmed to have been affected by a people cap brought into effect after the group’s Q3 2023 earnings call. Other affected areas in the group included Square, Cash App and corporate.

Shortly after, Mumbrella reported that Afterpay taking its local media account to pitch for the first time since its 2021 acquisition by Block. The incumbent on the account is IPG Mediabrand’s Initiative.

Mumbrella has contacted Martin and Afterpay for comment.


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