Ben Fender, the CEO of Drive, explains the industry developments that led his company to change from being a creative production agency to a brand experience agency, and the risks of doing so.
For the very observant, or for any avid fans out there, you may have noticed that Drive has morphed from a creative production agency to a brand experience agency. To us, this signifies an important development, but it is also part of a wider change among our peers.
This type of expansion is prolific throughout the industry. PR companies offer events services, marketing companies do social media campaigns and brand experience agencies have whole departments that specialise in emerging technologies such as virtual reality and 360° filming.
Read the full article in Brand Republic
