Collaborate Acquires Proaction Creative

Independent experiential network Collaborate Global has announced the integration of Proaction Creative, digital and TV content company, as part of its strategy to harness immersive technology for clients’ brands. The acquisition is effective immediately.

Proaction Creative produces digital content and documentaries, working with sports production companies to create programmes for broadcasters including ITV, SKY, BBC, Netflix and Prime.

This newly formed Collaborate in-house department will be headed up by Proaction Creative founder and CEO Angus Peel.

Explained Collaborate global managing director, Ben McMahon, “As an agency, we’ve evolved over the last seven years, and we continue to drive for the very best creative offer and recognised value proposition to our growing clients. In line with our expanding global studio, we are seeing increased demand for our digital content solutions.

So, I’m delighted to announce the arrival of Proaction Creative. Angus and his team bring terrific expertise to bolster and broaden our core in-house capabilities”.

Commented Angus Peel, head of digital content, Collaborate Global, “Immersive experiential is an exciting new playground for brands – and Collaborate has the vision, strategy and capabilities to help clients grow by combining creative and tech strategies with new physical offerings. We’re thrilled to be part of the adventure, and to join such a talented and passionate team.”

The Proaction Creative team will relocate to Collaborate’s Chichester HQ.

The acquisition is further evidence of Collaborate growth. The agency recently appointed former Founder’s Forum Group and Goodwood Group pioneer Stuart Parker to the newly created role of head of innovation and announced the win of iconic hyper-car Hispano Suiza in the latest in a series of new business.