72andSunny Sydney has launched a new performance-driven creator platform called Sundae Collective and is working on a number of projects across current and new clients.
Sundae Collective harnesses the power of digital creator culture to drive performance for
brands.
Sundae applies performance marketing principles to creator content, bringing scale and
analytical accountability to content, in order to deliver a brand’s goals through precise targeting,
and real-time media and creative optimisation.
72andSunny executive strategy director Ross Berthinussen said: “Sundae allows us to collaborate with inspiring creators both locally and globally, and then turbocharge the content they create with a performance-driven approach to data and optimisation.”
The discipline, that originated in the US, works with brands globally including, LG, General
Mills and Circle K.
