72andSunny wins Big W creative pitch
Big W’s creative pitch has concluded and 72andSunny has taken the win, Mumbrella can exclusively reveal.
72andSunny has won the account — tasked with developing Big W’s ongoing brand and creative strategy — as well as integrated retail and brand campaigns that extend through earned, social media, and brand experience.
The incumbent was M+C Saatchi, who held the account since 2017. While M+C Saatchi still holds the creative account for Big W’s parent company, Woolworths Group, Mumbrella understands it will no longer service the Big W business.
“M+C Saatchi Group remains Woolworths Group’s creative partner and continues to support creative and brand needs for Woolworths & Everyday Rewards in Australia and New Zealand,” a Woolworths Group spokesperson said in a statement to Mumbrella.
Woolworths Group is one of M+C Saatchi’s largest clients, and is serviced out of a bespoke agency, Greenhouse Collective.
Vanessa Rowed, marketing director at Big W, told Mumbrella 72andSunny’s optimism and strong customers insights, coupled with “innovative creative thinking”, made it the “perfect partner” for the business.
“We look forward to working closely with the 72andSunny team as we celebrate Big W as the everyday family champion,” she said.
72andSunny ANZ’s president, Ross Berthinussen, said he and the team look forward to turning “this beloved retailer into a modern, next generation brand”.
“We’re looking forward to putting optimism into action to transform the Big W brand from the shop floor through to ecommerce, advertising and culture,” he told Mumbrella.
The agency’s chief creative officer, Wez Hawes, seconded Berthinussen, adding: “We are so proud and delighted to be working with another iconic Australian brand.
“Creativity doesn’t start on set. It’s fostered in relationships, shared values, and an almost obsessive desire to understand the audience. We can’t wait to get started and to unlock the potential of the Big W brand.”
Big W joins other recently won accounts including the AFL, Deputy, and as also revealed by Mumbrella, Cadillac, on 72andSunny’s client roster.
The win comes days after 72andSunny announced new creative appointments — V Wassim Kanaan, Hayley Noble, and Madi Chan — which marked Hawes’ first major hires since joining the agency in January.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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