Called 72and Sunny, the agency has offices in El Segundo and Amsterdam, and has been founded by Wieden & Kennedy creatives John Boiler, Glenn Cole and Robert Nakata, who have joined forces with former Microsoft advertising director Greg Perlot.
According to agency co-founder Boiler: "We share the idea of a company that is quicker, smarter and more creative than what is currently available. We mix a healthy scorn for conventional advertising with a practical understanding of how it can work better. We believe that the best ideas will always prevail."
He added: "Our experience lies mainly in building strong and exciting global brands. We're looking for opportunities to do just that for smart companies with big aspirations."
Nakata will lead the Amsterdam office, with Boiler, Cole and Perlot based in El Segundo. All four previously worked together when Microsoft was a client of Wieden & Kennedy.
Start-up clients include basketball team the Portland Trail Blazers, broadcaster USA Network and Dutch firm Bugaboo, best known for its Frog brand baby strollers.
For US cable channel USA Network, the agency designed proposed graphic and on-air identity that references new digital technology to create a dynamic new look and feel.
For another client, the Dutch Postal Service, it designed commemorative postage stamps including one for the 150th anniversary of the Dutch railway system.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .