72andSunny SG harnesses power of creator culture with Sundae Collective

72andSunny Singapore has launched a new performance-driven creator platform called Sundae Collective. The platform harnesses the power of digital creator culture to drive performance for brands.According to the agency, Sundae applies performance marketing principles to creator content, bringing scale and analytical accountability to content. This is in a bid to deliver a brand’s goals through precise targeting, and real-time media and creative optimisation. Using Sundae, the agency said it has a number of projects secured across current and new clients.Recently joined Ida Siow (pictured), executive strategy director, 72andSunny Singapore said with accelerating smartphone penetration and a “young, hyper” social demographic, Southeast Asians are hungry for authentic creative content. She added that Sundae allows the team to precisely identify and partner with creators both locally and globally, and optimise the content created with data-backed performance analytics.Sundae Collective originated in the US, and has worked with brands globally such as LG, General Mills and Circle K. Meanwhile in Singapore, 72andSunny works with Carousell, Love, Bonito, Lasalle, HipVan, Danone and more. Last month, the agency hired six people across creative, production, brand and strategy. According to the agency, new hires Abigail Kwek, Jonathan Tan, Ryan Shanholtzer, Sherwin Teo, Conrad Haddaway, and Rachel Ong aim to shape a modern creative company for a modern Southeast Asian market.Read also:IKEA ties up with 72andSunny Amsterdam to unveil new logo72andSunny bolsters creative and strategy divisions with 6 new hiresCarousell appoints 72andSunny SG for creative dutiesLASALLE partners 72andSunny to offer new learning opportunitiesHipVan picks 72andSunny as its first ever creative agency72andSunny Singapore brings on board new managing directorDanone hands 72andSunny creative duties for SEA