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DriveTribe expands service offering by acquiring video production agency


Oct 24, 2023 #Drive Tribe
  • DriveTribe becomes the ultimate automotive content production and distribution house following the acquisition of Centric Creative
  • DriveTribe to create more content for its own channels as well as offer automotive brands a one-stop-shop for all of their content marketing needs
  • Bringing the capabilities of both companies under one roof offers an unrivalled service needed to deliver impactful results for brands
  • Automotive video production agency has been renamed ‘Centric Creative by DriveTribe’ following the acquisition

DriveTribe, the automotive content company owned by former Top Gear and Amazon’s Grand Tour host Richard Hammond, has successfully completed its acquisition of a specialist video production agency to create the ultimate automotive content production and distribution house.

By bringing together DriveTribe and Centric Creative under one roof, it is able to create an end-to-end solution for automotive brands to create the very best digital content with access to an unrivalled distribution network of over 10 million consumers.

Furthermore, automotive brands can also benefit from DriveTribe’s creativity to storyboard engaging content, access to its enviable talent roster, and its newly launched event arm.

“One of the biggest challenges we repeatedly hear from marketing teams at automotive manufacturers, e-mobility brands, tier 1 suppliers, the automotive aftermarket, and retailer groups is about creating high-quality digital content which people are going to engage with organically,” said Dave Murdoch, Managing Director of DriveTribe.

“With Centric Creative joining the DriveTribe family we are now able to offer a complete solution for automotive marketing departments under one roof, from concept to production, through to distribution across our channels. This means that not only can we help produce amazing videos, but we can guarantee eyeballs on the content.

“Our clients are also able to tap into an impressive talent roster meaning we are able to help marketing departments deliver results while removing a lot of the stress and leg work.”

Richard Hammond, Founder and Creative Director at DriveTribe, said: “Having worked previously with the amazing team at Centric Creative on supporting content for Amazon’s Grand Tour, as well as shooting content for our own channels, I saw it as a natural progression of DriveTribe to bring our services together.

“This collaboration means not only are we able to increase our production output for our own channels, but we are able to provide an unrivalled offering to our automotive clients.”

Nick Fox, previously the Managing Director and Co-Founder of Centric Creative, will take up a new position at DriveTribe as its Head of Operations and said: “We are incredibly excited to become a part of the DriveTribe family. Dave and Richard’s vision for the brand resonates with the values that we based Centric Creative on and this will help take us, and the industry, to the next level.”

Following the acquisition, DriveTribe has also relaunched its website to help demonstrate its new capabilities to the motoring world, which can be found at www.drivetribe.com.

With more than 700 million impressions delivered to its automotive clients in 2023 alone, check out DriveTribe’s latest client work for Ineos here which has achieved over 3m organic views in the first week.

By admin