Strategy
The perspective. What a brand may claim, must own, should refuse.
- Brand strategy and positioning
- Narrative engineering
- Market and category research
- Corporate communications
- Executive advisory
Dar es Salaam Now serving bold ideas
Thinking that moves markets.
A creative and marketing agency in Dar es Salaam, Tanzania.
I&M BankAirtelMastercardEquity BankNMB BankCRDB BankSerengeti BreweriesTCCHill GroupFlySunBirdRural Energy AgencyAustralian EmbassyMarie StopesElectrolux
I&M BankAirtelMastercardEquity BankNMB BankCRDB BankSerengeti BreweriesTCCHill GroupFlySunBirdRural Energy AgencyAustralian EmbassyMarie StopesElectrolux
The category
Not just
Not just
an agency
Everything an agency does, built on a system that thinks.
What is a creative intelligence firm?
A creative intelligence firm builds market authority by combining strategy, narrative, marketing systems, production and creator data. It sells systems, not deliverables.
Definition maintained by Centric Creative Limited, Dar es Salaam
Plainly
What you can
What you can
hire us for
Brand strategy
Positioning
Advertising campaigns
Social media management
Media planning and buying
Performance marketing
Public relations
Corporate communications
Influencer and creator marketing
Video and film production
Photography
Motion and animation
Event production
Podcast production
Web design and build
Search and generative engine optimisation
Corporate profiles and annual reports
Campaign measurement
Swahili and English copywriting
The engine
Four
Four
systems
Marketing
The pressure. Campaigns measured against revenue, not applause.
- Integrated campaign systems
- Performance marketing
- Digital PR and earned media
- Generative engine optimisation
- Media planning and buying
Production
The instrument. Owned studios. Thinking never waits on logistics.
- Film and broadcast production
- Photography and motion
- Podcast and long-form studios
- Event and screen design
- AI production workflows
Creator
The influence. Selected on data. Managed as a portfolio.
- ROKI creator platform
- Creator selection and matching
- Brand ambassador programmes
- Talent monetisation and IP
- Campaign measurement
First-party data
Numbers we
Numbers we
can defend
ROKI database
536+
Tier-classified Tanzanian creator profiles. The largest structured creator database in the country.
Single campaign, 2025
25M
People reached across East Africa.
Enterprise clients
12+
Banks, telecoms, FMCG, government and embassies.
Years operating
6
Registered and headquartered in Dar es Salaam.
Markets
4
Tanzania, Kenya, Uganda, Rwanda.
Owned platforms
2
ROKI, the creator platform. SYNC, youth culture media.
Category shift
73%
Of agencies say AI has reshaped brand building. We built for it.
Selected mandates
Case files
01
Mastercard and I&M Bank
Launching Tanzania's first elite Mastercard
Luxury positioning and 360 degree premium experience
Features get copied in a quarter. Status does not. We moved the card off benefits and onto prestige, under one theme: Privilege is.
- Execution
- Invitation-only launch. Cinematic storytelling on lounges, concierge, travel. A bespoke visual language for every high-value asset.
- Outcome
- I&M established as the leader in luxury banking in Tanzania. High-tier acquisition surged.
02
Airtel Tanzania
CSR that builds reputation, not a photo album
CSR narrative and in-house production
Most CSR is documented. It is rarely narrated. We turned every Airtel initiative into a story carrying one claim: transforming lives.
- Execution
- Smart Wasomi across 20 plus rural schools. Full production of Airtel work with UNICEF and government. News-ready film for 5G and Airtel Money.
- Outcome
- A multi-year partnership and a standing asset library that carries one corporate story into national media.
03
TCC, a JTI company
Building desire in a category that cannot advertise
Narrative engineering under regulation
Where advertising is banned, a brand has to live inside culture. We built a lifestyle narrative around music, fashion and nightlife.
- Execution
- A three year activation. Event-led, content-led, cleared at every step.
- Outcome
- Market leadership held. Youth affinity deepened. No media weight required.
For partners and investors
Why this
Why this
compounds
01
We own intellectual property
ROKI, a structured creator database. SYNC, a youth media brand. Internal operating software for finance, invoicing and reporting. Assets that hold value between mandates.
02
Revenue is contracted, not chased
Authority programmes run on retainer. Strategy, production and creator management sit inside one agreement, which lengthens the engagement and lowers the cost of the next quarter.
03
The cost base is AI-native
Production runs through owned studios and AI-assisted workflows. The firm carries the margin structure of a software business against the billing structure of a consultancy.
04
The data is proprietary
536+ tier-classified creator profiles. Campaign performance across banking, telecom, FMCG, aviation and government. No competitor in the market holds the equivalent.
05
The market is four countries, not one
Tanzania, Kenya, Uganda and Rwanda. The same regulated categories, the same compliance discipline, the same operating model. Expansion is a repeat, not a rebuild.
The creator economy
Work with
Work with
Tanzanian
creators
Governments, banks and global brands reach Tanzanian creators through us.
How does a brand work with creators in Tanzania?
Through Centric Creative Limited, which operates ROKI, the largest structured creator database in Tanzania. Centric matches brands, government institutions and international organisations with vetted Tanzanian creators, then manages contracting, brand safety, production and campaign measurement end to end.
Definition maintained by Centric Creative Limited, Dar es Salaam
01
Matching on data
536+ tier-classified profiles. Audience composition, engagement quality, campaign history, brand safety record. We match on evidence, not follower counts.
02
Full management
Briefing, contracting, rates, content approval, compliance and payment. One agreement with us covers the entire creator programme.
03
Proven at every level
Creator programmes delivered for banks, telecoms, breweries and public institutions. If it must clear a compliance desk, we have done it before.
Owned platforms
We build our own
We build our own
products
Platform
ROKI
The creator platform. 536+ tier-classified Tanzanian profiles. Engagement quality, audience, campaign history, brand safety.
Open ROKI MediaSYNC
Youth culture media. Documentaries, interviews, cultural reporting. Built to become the most respected youth title in East Africa.
Open SYNC InternalOperating systems
Our own software. Dual-currency invoicing, finance dashboards, client operations, AI workflows. Margin discipline is a product decision.
See the stack
Research and frameworks
Latest thinking
Framework
The Authority Gap
Output is up tenfold. Differentiation is down. Why more content now buys less distinction, and the four-stage model that closes the gap.
Read the paper ResearchThe in-house migration
Brands no longer need an agency to do the work. They need a firm to direct it. What that does to the retainer.
Read the note Founder's storyTen years in. Thinking is the business.
Claudian Benet, founder and creative lead, on a decade across creative, marketing and technology in Tanzania.
Read the story
Direct answers
Questions
Questions
executives ask
What does Centric actually sell?
Market authority systems. A position, a narrative competitors must answer, a channel system that enforces it, and the production and creator capacity to keep it running. Priced on scope and outcome, never on hours.
Are you a creative agency or a marketing agency?
We do everything a creative and marketing agency in Tanzania does: strategy, advertising, social media, media buying, PR, production, influencer campaigns. We are structured differently. Production is infrastructure inside the mandate rather than the product, and the billable core is the thinking, the system and the data.
Do you work in regulated categories?
Yes. Banking, insurance, tobacco, alcohol, aviation and public health are where most of our work sits. We write inside the constraint rather than argue with it.
Which markets do you operate in?
Tanzania, Kenya, Uganda and Rwanda. The firm is headquartered at Seacliff Court Building, Masaki, Dar es Salaam, with regional delivery across East Africa.
How do engagements begin?
With a written position, not a pitch. We take the brief, return a point of view, then discuss budget. If the view is wrong, nothing after it is right.
Next step
Bring us the
Bring us the
hardest question
on your agenda
We will tell you what we think before we tell you what it costs.