Big W appoints 72andSunny as creative agency partner

Big W has named 72andSunny as its new creative agency, following a competitive review.

The appointment will see 72andSunny lead the brand’s overarching creative and brand strategy, as well as deliver integrated retail campaigns across paid, owned and earned channels.

The partnership comes as Big W looks to sharpen its positioning as a retailer for Australian families, with a renewed focus on storytelling, consistency and customer experience across platforms.

Vanessa Rowed, marketing director at Big W, said 72andSunny’s combination of creative ambition and audience understanding made them the right fit.

“72andSunny’s belief in optimism and their strong customer insights, coupled with innovative thinking across paid, owned and earned channels, made them the perfect partner for our business,” she said. “We look forward to working closely with the team as we celebrate Big W as the everyday family champion.”

The win continues a strong run for 72andSunny, which has recently added the AFL, Deputy and Cadillac to its client roster.

Ross Berthinussen, president ANZ at 72andSunny, said the agency was excited to help shape the next phase of the Big W brand.

“From the outset we loved the ambition and energy of the Big W team and the opportunity to turn this beloved retailer into a modern, next-generation brand,” he said. “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.”

Chief creative officer Wesley Hawes added that the team was looking forward to partnering with another major Australian brand.

“We are so proud to be working with Big W, alongside existing partners like the AFL, Google and realestate.com.au,” he said. “Creativity is built on relationships, shared values and an obsessive desire to understand the audience. We can’t wait to get started.”

The appointment is effective immediately.