Playground →
The top 10 neighbors for 72andSunny span three distinct subcategories — B2B brands, journalists, and news/web publishers — with no single neighbor pulling far ahead of the rest. Similarity scores run from 0.99 down to 0.98 across the full set, a narrow band that defines the flat shape.
Five of the ten neighbors are fellow B2B brands: R/GA (0.99), Wieden+Kennedy (0.99), Droga5 (0.98), AKQA (0.98), and Huge (0.98). These are the same-kind neighbors — agencies and creative consultancies whose audiences look compositionally similar to 72andSunny's own. But the remaining five are a cross-kind mix that carries equal weight at these scores. Three are journalists: Taylor Lorenz (0.99), Emily Nussbaum (0.98), and Michael Barbaro (0.98). Two are publishers: The Markup (0.98) and BBDO Worldwide (0.98) — though BBDO is itself a B2B brand, making the B2B count six of ten when tallied precisely. The Markup is a news publisher, rounding out the non-agency presence.
The pattern is a professional-media audience: people who follow creative agencies also follow media-critical journalists and digital news outlets at nearly identical rates. No entertainment, retail, or consumer brand appears in the top 10.
This shape suggests an audience defined less by industry loyalty than by a particular professional-intellectual disposition — one that moves fluidly between agency culture and media criticism.
