The partnership will build media awareness for Centrical’s AI Orchestration System for the hybrid frontline
Boston, Mass. – September 16, 2026 – Centrical, the AI Orchestration System for the hybrid frontline, has appointed Red Lorry Yellow Lorry as its U.S. PR agency of record.
Led from the lorries’ Boston office, the PR program will establish Centrical as a relevant voice at the intersection of AI, workforce performance and business outcomes. The lorries will focus on showcasing the impact of AI-guided coaching and development, by supporting upcoming announcements and thought leadership coverage through an earned media relations program.
“With AI, businesses have more insights into their operations than ever before, but insights alone don’t drive performance. Turning it into changed behavior on the frontline, and into results the business can measure, is what ultimately creates value for the business,” said Natalie Roth, VP of Global Marketing at Centrical. “We want to share our mission and perspectives, and we chose the lorries to help us tell that story, build our voice in the media and be part of the broader conversation around AI in the workplace.”
Centrical’s AI Orchestration System turns business goals into actionable performance programs, KPIs and coaching suggestions to help frontline employees in sales, service and operations improve performance and drive business outcomes. Leveraging AI-guided coaching, managers can determine who, what and when to focus on, while still applying their own judgement and guidance.
“Our AI and tech experience is a perfect fit for Centrical’s mission,” said Meredith L. Eaton, Managing Director, North America at Red Lorry Yellow Lorry. “We see AI transforming the way businesses operate, and conversations around AI in the workplace are growing rapidly. But there is still an opportunity to move beyond simply presenting information and show how AI can drive meaningful business outcomes. That’s what makes Centrical’s story so compelling, and we’re excited to help bring that story to the media.”
If you’re a tech brand looking to gain awareness and recognition in your industry, get in touch at [email protected].
About Centrical
Centrical is the AI Orchestration System for the hybrid frontline, where people and AI agents play as one team. Across sales, service, and operations, Centrical turns business goals into adaptive performance programs, building and running the KPIs, learning, coaching, simulations, and challenges needed to turn strategy into frontline behavior. The system connects these in one continuous loop, adjusting as performance and behavior change so organizations move from strategy to execution faster, while people remain in control of the decisions and judgment that matter.
Founded in 2013, Centrical serves Fortune 500 enterprises across 150 countries and 60 languages, with offices in New York, Tel Aviv, and London. Customers include TP, DHL, Deutsche Telekom, and two top-five U.S. banks and two leading hospitality brands. Centrical is recognized as a leader in Workforce Engagement Management by Frost & Sullivan and QKS Group.
For more information, visit www.centrical.com.
About Red Lorry Yellow Lorry
Red Lorry Yellow Lorry (RLYL) is the b2b tech communications and marketing agency that makes brands unmissable. From category-defining startups to global enterprise brands, RLYL helps tech companies command attention, turn complexity into clarity and drive demand.
With offices in London, Paris, Berlin, Boston and LA, plus its global partner network Convoy, RLYL delivers integrated campaigns across brand strategy, messaging, media relations, content, social and paid media. www.rlyl.com
