72andSunny Sydney has branched out to help brands connect with people in a way that makes the cultural relevance of influencer marketing deliver the results of performance media.
The agency calls it a performance-driven creator platform. Its name is Sundae Collective, and it is already working on a number of projects across current and new clients.
Sundae Collective applies performance marketing principles to creator content, bringing scale and analytical accountability to content, to deliver a brand’s goals through precise targeting, and real-time media and creative optimisation.
“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,” explained Ross Berthinussen, executive strategy director, 72andSunny Sydney.
The discipline, which originated in the US, works with brands globally including, LG, General Mills and Circle K.
Find out more here.