DRIVETRIBE EXPANDS SERVICE OFFERING BY ACQUIRING VIDEO PRODUCTION AGENCY
- 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.
DriveTribe is the first specialist automotive content production house. With over 8 million followers across its social channels, generating over 555 million views, DriveTribe has consistently created highly engaging and topical automotive content since its original launch in 2016 by TV presenters, Richard Hammond, James May, and Jeremy Clarkson.
In 2023, DriveTribe acquired Centric Creative, resulting in it being able to offer a completely bespoke production package, including creative inception through to delivery on its social channels. DriveTribe is also able to offer unrivalled access to some of the most popular global automotive presenters available. Learn more at www.drivetribe.com
ABOUT CENTRIC CREATIVE BY DRIVETRIBE
Centric Creative, is a video production agency that specialises in automotive video production and automotive video marketing. By specialising in this niche, Centric has built a singular skill set that allows them to make the most of every shoot.
Their portfolio includes content for entertainment outlets, social media, event video, press packs, media B-roll, TV commercials, and more. Centric recognise how shooting automotive content is an art form unto itself.
Having worked with brands such as Rolls Royce, Genesis, and AutoTrader, as well as shooting and producing content for Amazon’s The Grand Tour and the DriveTribe channel itself in the past, the video production agency has now become ‘Centric Creative powered by DriveTribe’ following its acquisition in 2023. Learn more at www.drivetribe.com/production
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Dave Murdoch, Managing Director at DriveTribe, said that the acquisition of Centric Creative means DriveTribe can now offer a ‘complete solution for automotive marketing teams’ seeking high-quality video content.
Richard Hammond, Founder and Creative Director at DriveTribe, believes adding Centric Creative to the DriveTribe team demonstrated a ‘natural progression’ for the automotive content company.
Nick Fox, Co-Founder of Centric Creative, becomes DriveTribe’s Operations Manager following the acquisition.
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