Mediahuis taps 72andSunny Amsterdam to launch Gen Z-focused current affairs brand

European media group Mediahuis has named creative agency 72andSunny Amsterdam as its partner on the development of its new, Gen Z-focused current affairs brand.

72andSunny’s first task is focused on creating the brand, developing the brand strategy and design and devising the launch campaign.

Gen Z’s media habits differ significantly from older generations, with many citing platforms like TikTok as their primary source of information. The idea behind the new venture is to use independent journalism to bridge the gap between traditional publishing and younger audiences.

Mediahuis is one of the largest European media companies. It is headquartered in Antwerp and operates in Belgium, the Netherlands, Ireland, Luxembourg, Germany and the UK. Other titles in its portfolio of newspapers, digital platforms, and media brands include VROUW, Prive, and the Belfast Telegraph.

Christopher Kenis, CEO of the new venture, Mediahuis: “Working with 72andSunny is proving to be a dynamic collaboration as we co-create this bold new voice for Gen Z. Their innovative approach and deep knowledge of youth culture has brought fresh energy and perspective to the project, perfectly complementing Mediahuis’ expertise in journalism and understanding of the evolving media landscape. Together, we’re shaping a brand that resonates with the next generation, listens to their voices and reflects their diverse perspectives.”

Gaia Rossetti, Head of Brand, 72andSunny Amsterdam: “We’re thrilled to partner with Mediahuis on this exciting journey. Their vision for reshaping news for Gen Z aligns perfectly with our approach to creating bold, impactful work. This collaboration brings together our expertise in connecting with youth culture and Mediahuis’ deep understanding of journalism. Together, we’re shaping a brand that resonates with the next generation, listens to their voices, and reflects their diverse perspectives.”

The appointment comes shortly after Fergus Waddell joined 72andSunny Amsterdam from Saatchi & Saatchi as Head of Growth. Other recent new business wins include TikTok and e.l.f.

www.mediahuis.com

www.72andsunny.com

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