72andSunny New York Names Rich Santiago Chief Strategy Officer

​72andSunny has appointed Rich Santiago as chief strategy officer of its New York office, effective immediately. His start date was October 14; he reports to global chief strategy officer Bryan Smith.

In this role, Rich will set the vision for the New York strategy department and oversee strategy for all of 72andSunny New York’s clients, which include Panera, Google, E*TRADE, Hard Rock Bet, MassMutual, Choice Hotels and more.

He will lead the New York office in partnership with the 72andSunny New York leadership team: local CEO Ali Cornford, CCO Juliana Cobb, and head of production Julia Lafferty. Together, they will continue to build on the New York office’s sharp growth trajectory.

Rich’s appointment comes amidst a strong year for 72andSunny New York, with account wins including Panera and MassMutual. The New York office has seen a 60% growth in talent headcount since 2023 and is on track to increase year-over-year revenue by 45% in 2025.

“We were looking for a unicorn of a leader to fill this role,” said global CSO Bryan Smith. “Someone who radiates optimism, obsesses about effectiveness, coaches like a pro, unlocks great work, and plays to win. Someone who can do right by our partners’ businesses, and by the people in our halls. Rich is all that and more. He’s a servant leader, a builder, and a joy to be around. We’re lucky to have him.”

Rich has a unique and varied background, having held strategy leadership positions across the brand and agency landscape for companies including BBDO, Live Nation Entertainment, Meta, and VICE Media. He is also the founder of cultural intelligence agency Their Studio.

“Growth, for an incredible client roster and these wildly talented humans, is a job I don’t take lightly. This will be fun. Let’s get to work,” said Rich.