72andSunny Appointed as Lead Creative Agency for Big W

Big W has named 72andSunny as its new lead creative partner, entrusting the agency with steering the brand’s overarching creative and strategic direction. As part of the mandate, 72andSunny will be responsible for crafting and executing integrated brand and retail campaigns that span across earned media, social channels, and the full brand experience.

The partnership aims to strengthen Big W’s connection with Australian families, bringing fresh thinking and cultural relevance to its storytelling across all touchpoints.

“72andSunny’s belief in optimism and their strong customer insights, coupled with innovative creative thinking across paid, owned and earned channels, made them the perfect partner for our business,” said Vanessa Rowed, Marketing Director, Big W.

“We look forward to working closely with the 72andSunny team as we celebrate Big W as the everyday family champion. 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,” said Ross Berthinussen, President ANZ, 72andSunny.

“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.”

“We are so proud and delighted to be working with another iconic Australian brand, alongside existing partners like the AFL, Google and realestate.com.au, and with the ambitious and like-minded individuals on the Big W team,” said Wesley Hawes, Chief Creative Officer, 72andSunny.

“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.”