72andSunny nabs tech platform Deputy

72andSunny has been appointed to accelerate growth for the global workplace management tech platform, Deputy.

Deputy is an Australian-founded tech platform that helps businesses, particularly those with shift workers, with rostering, timesheets and HR. Founded in Australia in 2008, the company has achieved significant global growth, achieving a billion-dollar valuation and unicorn status in 2024.

The creative agency's Australian team will develop the company’s first ATL advertising campaign. Deputy has previously managed all advertising in-house and sought an agency as it looks to accelerate growth and defend market share against competitors.

The appointment builds on 72andSunny’s tech experience, globally and locally, with recent local projects including Google, Afterpay, realestate.com.au, and Culture Amp.

"We were looking for a creative agency who understood our market, our customer and our purpose as a company. 72andSunny stood out from the pack and their belief in Optimism resonated with our internal culture," Kesh Vallot Shannon, senior vice president of global marketing of Deputy, said.

Ross Berthinussen, president ANZ, 72andSunny, said: "We're enjoying putting Optimism into action to unlock possibilities with this ambitious team. Shift workers are a huge part of the workforce and are underserved by innovation. Deputy makes a significant difference to the experience of both the businesses who use it and the shift workers they employ."

The work is in development now and will launch in April 2025.

The news follows the recent announcement of 72andSunny as the creative partner for the AFL to launch the 2025 Toyota AFL Premiership Season.

The creative agency has been tasked with developing a new brand campaign to inform the league’s activity in 2025, commencing with the season’s Opening Round.

72andSunny’s appointment builds on experience in sport. Globally, the agency has worked with brands such as Adidas, Under Armour, and the NFL.

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