72andSunny Sydney launches influencer marketing platform

By Paige Murphy | 5 June 2019

72andSunny Sydney has launched a new "performance-driven" creator platform called Sundae Collective.

The influencer marketing platform is already working on a number of projects across current and new clients.

It 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.

“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,” said 72andSunny Sydney executive strategy director Ross Berthinussen says.

Originating in the US, Sundae Collective works with brands globally including, LG, General Mills and Circle K.

72andSunny first launched in Sydney in 2017 and had offices globally in Amsterdam, Los Angeles, New York and Singapore.

Earlier in the year, the agency's parent company MDC Partners announced former Microsoft chief strategy officer Mark Penn as its new CEO.

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