Providing a broader, more integrated offering to clients and greater scalability, independent creative content agency Red Engine SCC and video production house Engine Room Productions are excited to announce a formal merger.

While both brands will maintain marketplace independence, the merger is set to position them for further strong growth with the ability to better streamline video content creation and distribution.

A leading agency in content marketing, strategy and distribution, Red Engine SCC, already had a minority stake in Engine Room Productions.

Following the merger, the group, which has offices in both Sydney and Melbourne, is now expanded to 40 people, and will provide Engine Room Productions with access to broader integrated creative services and amplified content distribution opportunities.

The news follows on from Red Engine SCC’s recent industry-first partnership with programmatic media agency ADMATIC, which sees programmatic advertising being applied to content marketing to deliver experiences at scale.

For Red Engine SCC founder and CEO, Julian Townley, the merger is a natural progression and one that will benefit from his background that includes 10-plus years working in video and film production in Canada, on top of his 15 years spent locally in advertising and media.

Townley said, “We see strong growth in the content marketing category and an increasing shift to owned media, which is driven by rapidly evolving media consumption behaviours where content is used to acquire and retain audiences.

“As the demand for strategically-led content driven solutions increases, Red Engine SCC is therefore positioning itself to take greater advantage of this exciting market evolution, whilst expanding its category leadership.”

Engine Room Productions managing director Adrian Hyde added, “Engine Room’s strong market position in branded video content, with recent cutting edge 360 degrees productions for blue chip brands, coupled with now being able to reinforce the focus on the distribution of content, increases the relevance of Engine Room as a production house for its clients.

“As production companies are now asked to not only make content, but to also be integrally involved in developing the creative, a merger with Red Engine SCC makes great sense. Becoming a multi-disciplinary creative hub with a scalable mindset sets us up to provide greater value for clients across the board.”