Sunday Gravy co-founder unveils tech start-up hoping to make people love ads again
A new tech company is on a mission to revolutionise the world of advertising with an AI-driven approach to ad creation. Founded by creative agency Sunday Gravy’s co-founder Jack White, ex-Swisse marketer Ed Ring, and tech entrepreneur Sam Kroonenburg, ‘Cuttable’ has officially launched, Mumbrella can reveal.
Beginning as a prototype within the creative confines of Sunday Gravy, Cuttable is already collaborating with some of Australia’s leading brands to make the ad creation process quicker and more seamless, in just a few clicks.
White told Mumbrella that ads on social platforms have changed the industry but the model hasn’t kept up – and Cuttable hopes to fix this.
“The 24/7 nature of social media creates immense pressure for brands to stay ‘always on’ with contextually relevant, on-brand advertising. With static budgets, it’s nearly impossible to manually produce the vast number of ads required,” he said.
“Existing solutions often rely on generic tools that lack a true understanding of marketing, advertising, and brand design. Cuttable addresses this challenge by bringing together the best advertising and technical talent in the country to create automated advertising solutions.
“Today, we offer self-service, automated video and display ads with a quality usually reserved for brands that hire the industry’s top professionals to manually create their ads. But instead of taking weeks or months it can be created in minutes or seconds… It’s essentially craft at scale.”
Cuttable’s founders (L-R): Ed Ring, Jack White and Sam Kroonenburg
Described to combine the artistry of advertising with the speed and precision of technology, Cuttable delivers high-quality, on-brand video and digital ads at scale.
“Cuttable represents a new frontier in advertising, where technology and creativity converge to deliver unparalleled results,” said Kroonenburg.
White continued: “Every brand has their own toolkit, their own video styles and assets within their account.”
Its key features include designing videos specifically tailored for brands and various platforms, turning product catalogues into video ads instantly, repurposing existing content, creating ads at scale, in bulk and publishing to platform directly.
“Cuttable allows brands the ability to do all of these tasks without having to go through so much pain and cost, so it gives them the ability to spend more time on the actual brand work and do things that cut through on a different level,” White told Mumbrella.
“It is allowing brands to be a bit more playful, test things out, see what works. And it gives them insights to then use for their next brand campaign brief.
To put it simply, Ring described Cuttable as a “creative force multiplier”.
“We’re focusing on tasks that agencies usually don’t care so much about, enabling brands and their agencies to spend more time on the ‘hero’ creative and brand work,” Ring added.
Ant White, co-founder and creative director of Sunday Gravy, said from an agency perspective, Cuttable marks an “exciting time for creativity”.
“A time where agencies can focus on creating impactful strategic campaigns, crafted by humans, that simply feed Cuttable. We’re hoping the financial savings that Cuttable can create will be reinvested into the brand, creating bigger opportunities moving forward.”
Since its soft launch late last year, Cuttable has signed brands including Catch.com.au, Nando’s, Medibank, Penfolds, Powershop and DiDi.
The company has begun development on its next big feature, tentatively titled ‘The Brand Brain’, which will launch later this year.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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