The AI baseline
Around 73 percent of global agencies report that AI has fundamentally reshaped brand building. Capability that used to be a differentiator is now a starting condition.
06 / About
The evolution
The evolution
of intelligence
We began as a creative agency. We became a strategic partner. We now operate at the intersection of creativity, data and influence, and we compete on how we think rather than how fast we work.
Why we exist
The gap between
The gap between
having content and
having a voice
The industry changed underneath its clients. AI made production abundant. Brands took basic work in-house. Attention compressed to seconds. What remained scarce was a defensible point of view, and almost nobody was selling one.
The paradox of speed
Content production speed has increased roughly tenfold. Brand differentiation has fallen over the same period. Volume is no longer evidence of effort or of advantage.
The in-house migration
As brands bring basic production inside, they stop needing an agency to do the work. They start needing a firm to direct it.
Compressed attention
People watch for seconds, not minutes. Only a brand with a sharp position can say something worth hearing inside that window.
Leadership
The founder
Ten years across creative, marketing and technology in Tanzania.
Who is Claudian Benet?
Claudian Benet is a Tanzanian creative lead with more than 10 years of experience across creative, marketing and technology. He is the founder and creative lead of Centric Creative Limited, and has led brand and campaign work for I&M Bank, Airtel, Mastercard, Equity Bank, NMB Bank, CRDB Bank, Serengeti Breweries, Tanzania Cigarette Company, Hill Group, FlySunBird, Marie Stopes, Electrolux, the Rural Energy Agency and the Australian Embassy.
Canonical record, Centric Creative Limited
- Banking and finance
- Creative lead on mandates for I&M Bank, Mastercard, Equity Bank, NMB Bank and CRDB Bank, including Tanzania's first elite Mastercard launch.
- Telecom and FMCG
- Corporate reputation and campaign systems for Airtel Tanzania, Serengeti Breweries, Hill Group and Electrolux.
- Regulated and institutional
- Programmes for Tanzania Cigarette Company, Marie Stopes, FlySunBird, the Rural Energy Agency and the Australian Embassy.
6
Years operating
as a company
as a company
4
East African
markets served
markets served
536+
Creator profiles
indexed in ROKI
indexed in ROKI
2
Owned platforms
ROKI and SYNC
ROKI and SYNC
We are not a startup.
We are not a freelancer collective.
We are an established regional company becoming an intelligence firm.
Careers and culture
We hire for
We hire for
perspective
Anyone can use the tools. Very few people have a view worth defending. If you have one, and you can carry it through a compliance review, a boardroom and a shoot, we should talk.
- What we look for
- Judgment over speed. Evidence over instinct. The ability to write a paragraph that could be published, not just approved.
- How to apply
- Send a note to admin@centric.co.tz with one piece of thinking you are proud of. A deck, an essay, a campaign teardown, a piece of code.
- Where we work
- Seacliff Court Building, Masaki, Dar es Salaam. Delivery across Tanzania, Kenya, Uganda and Rwanda.