Activation shop Undercurrent has expanded its offering with the formation of branded content division The Drop, as well as the launch of two other agencies under the Undercurrent Group umbrella.

Undercurrent Group launches branded content agency The Drop, announces two new agency offerings

Activation shop Undercurrent has expanded its offering with the formation of branded content division The Drop, as well as the launch of two other agencies under the Undercurrent Group umbrella.

The Drop will be marketed as a full service content production agency, specialising in video content for social media and offering clients the added service of 360 film. The outfit will handle briefs from concept through to post-production and distribution, having done so already for Samsung and EE ahead of its official launch.

Damian Clarke, founder and chief executive of the Undercurrent Group, said the launch was a natural progression from the work his team had already been producing.

“We’ve been producing these campaigns for some years and today sees the official launch of a new group business that specialises in this space,” he said. “We are a group of strategists, creatives, producers and editors that have vast experience in the branded video field and are looking forward to growing this proposition over the coming years.”

The group has also announced the purchase of House of Experience – a product launch stunt agency – from The Fair. The deal was officially signed in May this year and has seen HoE’s staff absorbed into its new offices in central London.

Additionally, Undercurrent is strengthening its position within the live events space by offering up promotional and live staffing within another new division - Love The People.

“The stunt and launch proposition of the business offers the perfect complement to the wider group,” said Clarke. “We can now facilitate long term brand campaigns through Undercurrent and product and service launch projects through HoE, all supported by The Drop through content creation and Love The People providing staffing.”

The three new additions to its team have meant Undercurrent’s staff increased from 18 to 35 in 2016. The group’s production, artwork and digital departments will service each agency individually.

Clarke noted that after an intense period of growth, "consolidation is definitely on the cards for the group during 2017", yet also has promised Undercurrent has “one or two more tricks up our sleeve".

"Our specialties have traditionally been sitting in the fast-paced world of tech and retail but we feel that certain areas could do with a little disruption, so will never take anything off the table as far as growth," he said. "It’s certainly an exciting time for our industry."

Katie Deighton is The Drum's video reporter and researcher, covering the marketing and media industries through film (and words).

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