The Legacy Foundation has shifted its creative business to 72andSunny.
The shift came after a review in which there were four other finalists: Droga5, 180LA, Anomaly and BBDO. Annual media spending on the business is estimated at $50 million.
"Legacy is known for its brave campaigns and creative ambition,” said Glenn Cole, co-founder and chief creative officer of 72andSunny. “We are humbled and excited to bring truth to the next generation while collaborating with such passionate, talented people."
In a statement, Legacy chief marketing officer Eric Asche said the challenge before 72andSunny was to build on the momentum of Legacy's "Truth" campaign. The agency, he added, "brought a transformative approach to the issue that we believe will impact youth culture from the inside."
72andSunny succeeds Arnold on the account. Arnold had work for the anti-tobacco foundation since 2000.
Media responsibilities were not in play and remain at WPP Group’s MediaCom in New York. Legacy shifted that account in December, also after a review. Omnicom Group’s PHD was the previous agency.
Pile + Co. in Boston managed both the media and creative searches, which began last year.