Public affairs firm Rally in Hollywood specializes in issue advocacy for entertainment figures and public-interest clients. For instance, it managed and helped create the American Foundation for Equal Rights, sole sponsor of the federal case challenging the constitutionality of California’s Proposition 8.

Now, the firm is getting more directly involved in politics, recently creating an arm called Rally Campaigns that focuses on political and media consulting.

Felix Schein, Rally’s chief executive, said the main difference from the company’s core business and the new one is that Rally Campaigns will focus more on the short term, working on election campaigns and ballot initiatives.

“The Rally umbrella organization is moved to issues advocacy,” Schein said. “Clients are longer term, strategies are more varied.”

He said the decision to create a practice focusing on political consulting was the result of consumer demand. Leo Wallach, Rally’s principal, oversees the Rally Campaigns practice.

“We’ve had candidates express interest in working with us,” Schein said. “Leo Wallach has a background in campaigning and initiative work. And we wanted to leverage that experience and his know-how and offer clients of all stripes more strategic options.”

Rally Campaigns specializes in services such as national and statewide earned-media management, campaign consulting for Democratic candidates and producing ballot campaigns that integrate research and advertising.

Rally was founded in 2012 and has an additional office in San Francisco.

Keeping It 100

Playa Vista ad agency 72andSunny now has both feet in the door of holding company MDC Partners Inc.

The parent company, headquartered in New York and Toronto, completed a deal last month to purchase the 49 percent of 72andSunny it didn’t own already, according to its most recent quarterly filing.

Financial terms of the deal were not disclosed but the filing indicates that MDC acquired the remaining stake from 72andSunny management and that the total consideration will depend on the ad agency’s financial performance over the next six years. The filing also reports that the selling management group agreed to extend their employment terms while retaining a significant financial interest in the agency’s performance.

Matt Jarvis, chief strategy officer at 72andSunny, said the agency is excited about the company’s future.

“MDC has been a great partner to 72andSunny and this agreement is an example,” he said in a statement. “Their contractual guarantees of autonomy, entrepreneurship and investments into our company are uncommon if not unheard of.”

MDC acquired a majority stake in 72andSunny in 2010. At the time, MDC’s then-Chief Executive Miles Nadal said the “talent at 72andSunny is as good as we have ever seen” and offered clients the “ability to make their brands matter in culture.”

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