Page 37 - ADNews magazine March-April 2022

Spotlight
Fusing creativity and technology
AnalogFolk launched more than 10 years ago after noticing a gap in the market. Since then the agency has helped brands connect with consumers and expanded its business from within. We speak to partner and managing director Matt Robinson to learn about the agency’s story.
Why did you start this company?
AnalogFolk launched in 2008 when the founders spotted a gap in how brands and businesses were marketing themselves. At that stage few people, let alone agencies, had fully grasped the opportunity of merging digital solu- tions with the real world. Today, it’s widespread, but then, we were true pioneers in this space. The mission of fusing creativity and technology together in a way that no, or at least few, agency networks have done really well, still drives us. AnalogFolk Sydney was only the second office to launch globally after London in 2011 (there are now seven offices) with a foundation client, Yellowtail Wines, as global digital and social lead agency on the account. As for our name AnalogFolk, well, it's always been a bit of a conversation starter! Basically, it was born from the truth that computers are digital, yet humans are analog with needs, wants and desires. We use creativity and smarts to create connected brand experiences that help people achieve their ambi- tions. We’re fully independent, with the benefits of a net- work, and the strength and decision-making ability of local ownership who are working in the business. The partners in Sydney all have a stake in the business, which is the shared model of all our offices around the world.
What services do you offer and how has this changed since you launched?
When we launched, we didn’t fit any exact niche but were driven by being progressive at every step and finding
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