72andSunny has officially opened Sundae, its social media influencer division, or, in their words, “a purpose-driven creator network made for creators, by creators.”
We first reported on the new division back in October, noting that it followed on the heels of BBDO’s somewhat similar Flare Studio. Sundae effectively acts as a way for the agency to crowdsource social content from its team of influencers, launching with a team of around 100 such content creators with a focus on “purpose-driven” marketing. The name comes from the combination of three “scoops” to create authentic content: brands, creators and purpose. To celebrate the launch and announce Sundae’s presence to the world, the team created a manifesto video.
“By its design, Sundae takes a borderless approach to collaboration,” 72andSunny founder and CEO John Boiler said in a statement. “There are inspiring makers and creators all over the world, and Sundae is a place where people can come together to make an impact in culture by lending their craft to an idea, mission or a cause they care about.”
“Sundae combines the strategic, brand-building orientation inherent to 72andSunny, with the jet fuel of social media and internet creators,” added 72andSunny CSO Matt Jarvis.