Global full-service creative agency Those That Do has announced a strategic partnership with Ireland-based collaborative social media marketing platform Gladcloud, marking the platform’s first foray into Australia.
The partnership will combine Those That Do’s creative capabilities in brand strategy and consumer engagement with Gladcloud’s hyperlocal social activation model. Together, the two businesses will enable brands to build collaborative social media campaigns designed to drive foot traffic and sales through retail and hospitality partner networks.
Founded in Dublin, Gladcloud connects brand campaigns with the social media presence of independently owned retail and hospitality partners. The platform provides tools for content distribution, campaign management and performance measurement at scale, and already works with clients across beverages, food delivery, FMCG and travel retail.
Those That Do founder and director Ben Walker said the partnership offered brands a new way to integrate storytelling with localised execution. “Our new partnership with Gladcloud offers a unique opportunity to fuse strategy, storytelling and localised reach into a single, unified approach,” Walker said. “This new partnership is about introducing more brands to the power of combining strategy, brand narrative and hyperlocal execution to drive real-world results.”
For Gladcloud, the deal represents a key milestone in its global expansion strategy, with Australia identified as a priority growth market. Tyson Pearcey, Gladcloud’s chief growth officer, said the partnership would allow the platform to deliver more impact for brand partners across the region.
“Gladcloud will enable Those That Do clients to leverage the social media presence of retail customers at scale to increase engagement and local conversions,” Pearcey said. “By partnering with Those That Do, which has a strong market presence in Sydney and Melbourne, we’re strengthening our ability to deliver value for brand partners across the region.”
Established in 2022, Those That Do operates offices in Sydney, Melbourne, London and Dubai. The agency specialises in brand platforms, activation, experiences and training. Gladcloud, meanwhile, continues to expand its network of global partners, connecting brand assets with retail social media channels in order to deliver measurable, hyperlocal engagement.
Top image: Ben Walker and Tyson Pearcey