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72andSunny Singapore launches content creator hub Sundae Collective

72andSunny Singapore has launched a platform called Sundae Collective that will partner with creators to deliver on client briefs.

The initiative has been described by the agency as a performance-driven creator platform, with a number of projects already underway.

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.”

72andSunny Singapore executive strategy director Ida Siow said: “With accelerating smartphone penetration and a young, hyper social demographic, Southeast Asians are hungry for authentic creative content.

“Sundae allows us to precisely identify and partner with creators both locally and globally, and optimise the content they create with data-backed performance analytics.”

The creative agency, which launched in Singapore in 2017, said the platform will bring scale and accountability to content and deliver a brand’s goals through “precise targeting and real-time medika and creative optimisation”.

72andSunny last month bolstered its Singapore operation with hires in its creative, strategy and design teams.

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