72andSunny Sydney launches content creator hub Sundae Collective

72andSunny Sydney have launched a Sundae Collective, a marketing platform for brands to engage digital content creators for campaign work.

The platform sets briefs for the social content and applies key performance indicators to the campaigns for influencers and brands to meet their targets.

The Sundae website states that it is “reinventing the agency model to deliver the real-time content and media optimisation of a performance marketer paired with the strategy and service of a creative agency.”

Ross Berthinussen, who was appointed to the executive strategy director role in January, explained how the platform will interact with the agency’s business.

“Sundae allows us to collaborate with inspiring creators both locally and globally, and then turbo charge the content they create with a performance-driven approach to data and optimisation,” Berthinussen said.

The new platform has already attracted clients including LG which sought to amplify the launch of new smartphone through social content.

72andSunny launched in Australia in 2017. It is currently the creative agency of record for Ebay and it has recently created project work for Uber.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.