72andSunny has launched a global creative collective that brings its agencies in Los Angeles, New York, Amsterdam, and Sydney together with Forsman & Bodenfors’ Toronto and Singapore. The two F&B officers will operate now under the 72andSunny brand, boosting the agency’s presence in North America and Asia Pacific. The Creative Collective also brings in Canadian agency, Bruce Mau Design, and production company, Hecho Studios.

Justine Armour, who joined Forsman & Bodenfors as global CCO in January, has been named international chief creative officer of the new entity. Before her move to F&B, she was partner and CCO at independent New York agency, FIG, and prior to that CCO at Grey New York, and the only woman to hold the position in 105 years. Armour grew up and was educated in Australia and began her career as a copywriter at McCann-Erickson Brisbane, followed by Clemenger BBDO, Saatchi & Saatchi and Publicis Mojo. She moved to the US at the end of 2011 to join Wieden + Kennedy, where she spent nearly five years, ultimately as a creative director. During her career, Armour has been named to Adweek’s Creative 100 list, listed by Campaign magazine as a US Female Frontier honouree, and recognised as one of AdAge’s Leading Women.

Forsman & Bodenfors’ European agencies will not be absorbed in 72andSunny, continuing instead under their existing name and focusing on their regional markets and global clients.

The move is part of the agency’s strategy to deliver integrated creative, production, and technological solutions at scale for multinational clients, building on recent global appointments.