Who'd have thought you'd see Richard Hammond on a performance marketing podcast? The automotive industry – in some ways like marketing – is seeing more change than ever before which makes DriveTribe's role as content production company even more important. DriveTribe was originally founded by Hammond, James May and Jeremy Clarkson, but since being left by the latter two, it has transformed into an automotive media company, in-housing its content, publishing, production and marketing. Richard Hammond, Creative Director at DriveTribe, joins the podcast alongside the company's Managing Director, Dave Murdoch to discuss the new face of automotive marketing and how DriveTribe is one of Hammond's 'better' accidents... They reveal how to connect with communities, striking the right balance between data and creativity and how good thumbnails and titles drive performance. They explain the irrelevance of follower and subscriber numbers and why brands are looking for partnerships rather than campaigns. To cap it all off, the DriveTribe duo attempt the PMW Resell Me a Pen challenge with the task of Hammond's beloved 'Oliver' – the Opel Kadett from the Top Gear Botswana special. This episode was hosted and edited by Lucy Shelley, Multimedia Editor at PMW, joined by Joseph Arthur, Senior News Reporter at PMW. If you liked this episode, please leave a review, follow the podcast and subscribe at performancemarketingworld.com. Tickets to PMW Unlocked 2024 are available here. But grab them quick before they run out! Don't miss the most important performance marketing event of the year, in London on 5 and 6 March 2024. Hosted on Acast. See acast.com/privacy for more information.