Appointment marks a closer relationship between Nine and Drive with plans for a new TV show in 2022

Nine has this morning announced the appointment of Simon Halfhide as CEO of Drive.

The promotion of Halfhide, the former CFO of Drive, follows the elevation of Alex Parsons to
Chief Digital Officer for Nine in July this year.

“I’m thrilled to have Simon step up to be CEO of Drive,” said Parsons. “In recent months he
has successfully overseen the integration of the Drive brand across our digital presence and
he will help take the brand to new levels.”

Halfhide is a former COO of BMF Advertising and prior to joining Drive was Head of
Commercial Finance at leading holding group Dentsu.

“I am incredibly excited to be taking over Drive at what is a significant point for the automotive space,” said Halfhide. “The past 12 months has seen the sector adapt to unprecedented new car demand, and for Drive this has meant the team stepping up and accelerating our growth plans to leverage our strength and leadership in the new car market.”

“Next year will see us further accelerating these plans as we move to bring the Drive brand
to the big screen.”

Halfhide noted that in addition to integrating the Drive brand across all of Nine’s digital
automotive properties, the team has been working on expanded television exposure for
Drive on the 9Network.

The company unveiled plans for a brand-funded television extension over recent weeks
during its 2022 automotive Upfronts presentation.

“For some time we have been looking for the right means of bringing the brand to television, and I’m pleased to say that in 2022 Drive will be on the 9Network. We will announce details of the new TV presence early in the new year,” Halfhide said.

For more information:
Nic Christensen
Head of Corporate Affairs
nchristensen@nine.com.au

Tuesday, December 14, 2021