Carsguide launches in-house content agency

By AdNews | 13 November 2017

CarsGuide has launched an in-house content agency as part of its efforts to create a point of difference through editorial content.

Content from Joyride Studios will “break conventions” in the automotive publisher category and put the driver first - not the car.

Content will be based on insights from its own data and aims to give people planning to buy a car more information to base their decision on. It will include reviews but also “ideas that live outside the traditional review”.

Carsguide says: “Joyride will be well placed to offer automotive manufacturers and other clients a unique perspective and creative product connecting them with in-market car buyers.”

“We’re eager to demonstrate to our clients how we can create content that adds to their buyers’ lives, not simply content for content's sake,” says Jamie Clift, head of Joyride Studios. “There’s enough bad content out there already, we don’t want to add to that”.

Clift comes from creative agencies and spent six years at Droga5 and 15 years in the Saatchi & Saatchi network. He will tap into in-house talent as well as external content creators to deliver its creative services.

Last year AdNews introduced the In-House/Bespoke Agency category as part of our Agency of the Year Awards. The 2017 awards are launching soon - look out for the entry kit for this category and more.

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