The NFL has tapped 72andSunny, L.A., as its "new lead creative agency," taking over for Grey, N.Y., according to Graham & Schultz of AD AGE. 72andSunny's first campaign with the NFL is "expected to run" in early '19. Grey, which "did not participate in the review, declined to comment on the switch." NFL CMO Tim Ellis joined the league in August, coming over from Activision, where he "also served as CMO." In July, Activision "opted to stick with 72andSunny," its agency of record since '12, after "conducting an agency review" (ADAGE.com, 12/5). ADWEEK's Erik Oster noted the NFL selected 72andSunny "following a review" managed by agency search consulting firm Roth Ryan Hayes, which "reportedly included a dozen agencies initially before being pared down to seven," including Wieden + Kennedy, N.Y. In its decade as the agency of record for the NFL, Grey’s "most visible works for the league were its yearly Super Bowl ads." After turning to “Super Bowl Babies” for consecutive years, the agency "offered up a change of pace this past Super Bowl with a memorable ad featuring a choreographed Dirty Dancing-themed touchdown celebration" from Giants QB Eli Manning and WR Odell Beckham Jr. (ADWEEK.com, 12/5).
