Justine Armour & Chris Kay: Performance & Playfulness in Advertising | LBBOnline

The advertising world is increasingly focused on a dual mandate: performance and playfulness. That’s the guiding principle for Justine Armour, International Chief Creative Officer at 72andSunny, and Chris Kay, the agency’s International CEO, as they navigate a rapidly evolving landscape where speed and creative excellence are no longer mutually exclusive.

Their approach, detailed in a recent report by LBBOnline, centers on delivering “premium work at speed.” This isn’t just rhetoric; the agency demonstrated this capability with the e.l.f Super Bowl spot, which was completed in a remarkably swift 11 days. This compressed timeline highlights a shift in agency workflow and prioritization, suggesting a new standard for responsiveness in the advertising industry.

The emphasis on performance isn’t simply about delivering campaigns faster, but about achieving tangible results. Armour and Kay’s stated ultimate goal is straightforward: “Winning, winning, winning.” This suggests a data-driven approach, where creative output is directly tied to measurable outcomes. The focus on winning implies a commitment to ROI and a willingness to adapt strategies based on performance metrics.

Armour’s initial strategy upon joining 72andSunny involved a deliberate immersion in the work itself. She consistently presented herself as a copywriter, engaging in conversations at “every altitude” within the agency. This approach, as described in LBBOnline, suggests a desire to understand the creative process from the ground up and foster a collaborative environment. It’s a strategy focused on building relationships and gaining a deep understanding of the agency’s capabilities before implementing broader changes.

The agency’s success is also tied to its global reach. Kay’s experience in international markets, particularly Australia, is a key asset. This global perspective is crucial in an era where brands are increasingly seeking to connect with diverse audiences. The ability to tailor campaigns to specific cultural contexts and navigate international regulations is becoming increasingly important for advertising agencies.

The broader industry context, as highlighted by Little Black Book (LBB), positions itself as the “global platform for the creative industries.” LBB provides a space for agencies and brands to showcase their work, build reputations, and connect with potential clients. Its presence on platforms like Instagram, LinkedIn, and TikTok (linktr.ee/lbbonline) demonstrates the importance of social media in advertising and brand building.

The 2026 Super Bowl advertising landscape, as covered by LBBOnline, is already shaping up to be a significant event. The platform has published rankings of the best Super Bowl ads of 2026, showcasing work from brands like Squarespace (featuring Emma Stone), Pringles (with Sabrina Carpenter), e.l.f (Melissa McCarthy), Novartis, and Comcast Xfinity (reuniting the original Jurassic Park cast). This demonstrates the continued importance of the Super Bowl as a platform for high-profile advertising campaigns.

Beyond the Super Bowl, LBBOnline is also tracking broader trends in advertising creativity. Recent coverage includes a collaboration between Absolut and TABASCO, highlighting the strategy of authenticity behind the campaign, and a deep dive into the creative process behind Squarespace’s Super Bowl film featuring Emma Stone. These examples illustrate the increasing emphasis on storytelling and emotional connection in advertising.

The shift towards branded content is also gaining momentum. A recent panel discussion at Filmmaker Friday Chicago, as reported by LBBOnline and LinkedIn (linkedin.com/posts/arminkorsos…), explored the growing role of long-form content in advertising. The consensus was that branded content is most effective when it prioritizes entertainment value and authenticity. The discussion also highlighted the importance of music and craft in creating compelling branded stories.

The panel emphasized that traditional 30-second commercials are no longer sufficient to capture audience attention across all platforms. Connected TV, in particular, offers opportunities for deeper storytelling due to the engaged viewing experience. This suggests a move away from interruptive advertising towards more immersive and engaging content formats.

The success of 72andSunny, under Armour and Kay’s leadership, appears to be predicated on embracing these industry shifts. By prioritizing both performance and playfulness, and by delivering premium work at speed, the agency is positioning itself as a leader in the evolving advertising landscape. Their focus on winning, combined with a commitment to creative excellence, suggests a strategic approach that is well-suited to the demands of the modern market.