Sunday Gravy’s co-founder Jack White, ex-Swisse marketer Ed Ring and tech entrepreneur Sam Kroonenburg, have joined forces to launch Cuttable, a tech platform which empowers businesses to produce high-quality, on-brand video and digital ads at speed.
Cuttable claims to make good ads easy for in-house employees, with no tech background, to create campaigns in the same time that it takes to write a brief.
"With the number of deliverables exploding on media plans as mediums like connected TV, digital OOH, and programmatic display expand, plus Meta, YouTube, and TikTok all requiring an increased number of ads to maximise ROI, agencies are struggling to keep up with the demand, and clients are feeling the squeeze of the added pressure to budget," said Sam Kroonenburg.
"This is the perfect time to reinvent the model with technology, and I'm excited to be at the forefront of this transformation with Cuttable.”
Beginning as a prototype within the creative confines of Sunday Gravy, Cuttable has been collaborating with some of Australia’s leading brands.
Since its soft launch late last year, marketers at Catch.com.au, Nando’s, Medibank, Penfolds, Powershop, and DiDi have integrated Cuttable into their workflow.
Jack White at Sunday Gravye saw first-hand the need for change.
“Ads on social platforms have changed the industry but the model hasn’t kept up - and Cuttable hopes to fix this," he said.
“The 24/7 nature of social media creates immense pressure for brands to stay ‘always on’ with contextually relevant, on-brand advertising. With static budgets, it’s nearly impossible to manually produce the vast number of ads required."
The platform’s key features include designing videos tailored for brands and various platforms, instantly turning product catalogues into video ads, repurposing existing content, creating ads at scale and publishing them directly.
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