Booking.com Hands Its Global Brand to 72andSunny Amsterdam
Booking.com has named 72andSunny Amsterdam its global creative agency of record after a competitive review, handing it the job of building a new global brand platform, with the first work expected in early 2027.
A global brand up for grabs
Booking.com has appointed 72andSunny Amsterdam as its global creative agency of record following a competitive review. The partnership began in August 2026, with the first creative work slated to launch in early 2027.
For an advertiser of Booking.com's scale, a single global creative partner is a significant statement. It signals a desire for one coherent brand idea across dozens of markets, rather than a patchwork of local executions — the direction of travel for many of the world's biggest spenders.
Why one agency, one platform
The remit is explicit: build a new global brand platform. Booking.com's global head of brand, Jess Valade, said 72andSunny "brings the creative ambition to help us bring that mission to life." The account will be led by 72andSunny Amsterdam managing director Hollie Loxley.
Consolidating creative under one roof is a bet on consistency and efficiency. A shared platform makes it cheaper to produce work at scale and easier to build distinctive assets — a line, a look, a device — that compound in memory over years. The risk is losing local nuance; the reward is fame that travels.
The travel-brand arms race
Booking.com competes in one of advertising's most heavily contested categories. Online travel players spend enormous sums on performance media to win the bottom-of-funnel click. But performance alone is a race to the most expensive keyword, where margins leak to the auction.
A brand platform is how a travel giant tries to escape that trap — building enough preference that customers come direct rather than through paid search. The move suggests Booking.com wants to invest at the top of the funnel, not just the bottom.
What this means for marketers
The lesson is not reserved for global giants. Any business juggling scattered, inconsistent creative faces the same trade-off Booking.com is making: fragmented messages are cheaper to start but more expensive to sustain, because nothing accumulates.
A single organising idea — even a modest one — is what lets a smaller brand punch above its budget. If your marketing looks like it was made by five different companies, the first fix is rarely more spend; it is one platform everyone builds from.
Quick FAQ
Which agency did Booking.com choose?
Booking.com appointed 72andSunny Amsterdam as its global creative agency of record after a competitive review, with the account led by managing director Hollie Loxley.
When will the new work launch?
The partnership began in August 2026, and the first creative work under the new global brand platform is expected in early 2027.
Why does Booking.com want a single global agency?
To build one coherent brand platform across all its markets — improving consistency, production efficiency and long-term distinctiveness rather than relying on fragmented local work.
Consolidating global creative into one platform is one of the most under-rated growth moves a brand can make. It is not about whose name is on the door — it is about everything you produce finally pulling in the same direction. Consistency is the cheapest media multiplier there is. — Daniel Nikolla, Founder of Merx Marketing
Booking.com's move is a reminder that in a performance-obsessed category, the brands that break away are the ones brave enough to invest in one big idea that travels.
Does your marketing build on one platform every year — or start from scratch every campaign?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign, LBBOnline, The Stable.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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