Mediahuis Hires 72andSunny Amsterdam To Create GenZ Media Brand


European media group Mediahuis has charged creative agency 72andSunny Amsterdam with developing a Gen Z-focused current affairs brand and creating its launch campaign.

Since Gen Z cites TikTok as its primary news source, the new venture will champion independent journalism to bridge the gap between traditional publishing and younger audiences.

One of the largest European media companies, Mediahuis is based in Antwerp, operating in the U.K., Belgium, the Netherlands, Ireland, Luxembourg and Germany. Its media brands include De Telegraaf,  Irish Independent, VROUW, Prive and the Belfast Telegraph.

Christopher Kenis, CEO of the new venture at Mediahuis, said the agency's “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.”

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Gaia Rossetti, 72andSunny Amsterdam’s head of brand, added: “Together, we’re shaping a brand that resonates with the next generation, listens to their voices and reflects their diverse perspectives.”

The new project follows Fergus Waddell joining 72andSunny Amsterdam from Saatchi & Saatchi as head of growth.

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