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Brands › AFL

AFL

As at 16 Oct 2026, AccountMoves records 2 current agencies for AFL: PHD (media, since 22 Feb 2024), 72andSunny (creative, since 29 Jan 2025). Agency changes reported since 2016: 0. Last reported move: 29 Jan 2025. Based on reported moves only, with sources.

Marketing lead: Not recorded · Total appointments: 2

Roster: PHD (media), 72andSunny (creative) Small roster

Agency changes on record since 20160based on reported moves only
Tenure on recordNot enough history0 ended relationships on record, needs 2 · 2 current

Last review on record: 29 Jan 2025 · Marketing lead since: Not recorded

Agency timeline Which agency has held each account, by discipline

creative
In-house In-houseSeen in credits only
creative, credited 18 Mar 2020 · 1 campaign
Latest: campaign via Mumbrella72andSunny 72andSunnyReported appointment
creative, 29 Jan 2025 to now · 1 yr 9 mth
Sources: B&T
72andSunnyReported · 1 yr 9 mth
media
PHD PHDConfirmed appointment
media, 22 Feb 2024 to now · 2 yr 8 mth
Sources: Mediaweek
PHDConfirmed · 2 yr 8 mth
2020202120222023202420252026

Solid bars are appointments on record (confirmed or reported). Hatched bars are agencies seen in campaign credits only. Hover or tap a bar for dates and sources.

Agency roster by discipline Tenure in years

DisciplineAgencyFromToTenureRetained
creative72andSunnyCurrent29 Jan 2025Now1.70
mediaPHDCurrent22 Feb 2024Now2.60

Agency changes on record Since 2016 · based on reported moves only

No agency changes with a named incumbent have been reported for AFL since 2016. That means none were reported, not necessarily that none happened.

Includes changes the client chose and changes forced by the agency side (resignations, closures). See each source.

Seen in credits Agencies credited on AFL campaigns. Evidence of work, not a confirmed appointment or a win

Agency or companyCredited forFirst seenLast seenCampaignsLatest source
In-house Seen in creditscreative18 Mar 202018 Mar 20201campaign via Mumbrella

Full history Every pitch, review, win and retention

AnnouncedDecidedTypeDisciplineIncumbentWinnerAlso pitchedEst. $mStatusSource
29 Jan 202529 Jan 2025appointmentcreative72andSunnyreportedvia B&T
22 Feb 202422 Feb 2024retentionmediaPHDconfirmedvia Mediaweek

Marketing leaders

No marketing leaders recorded yet.

Stated reasons and comments Paraphrased, with source links

WHY THEY WON Romeo credited 72andSunny with a clear grasp of the customer and category, the strength of its creative ideas and a close cultural match.
audience understandingcreativitycultural fit
Amanda Romeo · the move · via B&T, 29 Jan 2025 · paraphrased
AGENCY SAYS Berthinussen said 72andSunny was pleased to take on AFL, and talked up the brand's standing and flagged big plans for the next phase.
ambitiousheritageiconicunlock
Ross Berthinussen · the move · via B&T, 29 Jan 2025 · paraphrased