School Reports 2018: AnalogFolk

15 May 2018

Posted by Ete Davies

AnalogFolk scores seven out of nine ('good') - in Campaign's annual state-of-the-industry-style School Reports.

The article was first published on Campaign.

April 16 2018

School Reports 2018: AnalogFolk

Score: 7 Last year: 7

After the turbulence of 2016, there was only one departure among AnalogFolk’s senior management in 2017, that of chief operating officer Matt Law to blockchain-focused VC company Outlier Ventures. In fact, the agency has been building up its senior talent, hiring Reeha Alder-Share from Dare London as managing partner and Matt Fenn as head of design.

It’s also good to note the agency’s commitment to diversity. By 2019 it aims for half of all senior leadership roles to be performed by women, with at least 10% the result of internal promotion. It has also committed to increasing its BAME employee headcount.

In terms of clients, the year started with a bang when AnalogFolk landed BT’s content agency work. BT is now its second-largest client. It ended the year by being named the digital agency of record for Unilever Foods. Nando’s represented another significant win for the agency.

AnalogFolk claims to have lost no clients, other than Lucozade (through resignation), which was its biggest loss, and a Malibu project for Pernod Ricard.

Work-wise the agency continues to combine technology with creativity in entertaining ways. It used face-recognition AI to separate Marmite haters from lovers, created an app that would turn two phones into a 360-degree camera for and built a hub for Nike trainers. Overall the agency seems to have overcome the high rate of churn at senior-management level and started to win major clients.


"We continued our path as the Grown-up Start-up. Hiring top talent, staying nimble, always innovating, with big responsibility on big brands."

Ete Davies
Posted by Ete Davies

Ete is responsible for the running of the London office, with a focus on driving excellence in creativity through innovation. Promoted to the Managing Director role in 2016, Ete had joined AnalogFolk the previous year as Head of Delivery. Originally from a full-service background, he spent his early years in the industry gaining experience within print literature, advertising, DM and event management, as well as developing the digital offering of his first agency. Over the past 12 years, he’s worked at digital agencies including AKQA, Tribal DDB, Modem Media (Digitas) and SixandCo. During this time, he gained experience across varying sectors, such as financial services, FMCG and automotive, while delivering a range of projects, including online media, ECRM, web builds, viral campaigns, 3D modelling, digital outdoor advertising, digital POS, mobile applications and large-scale platforms. Most recently, he’s overseen global, multi-disciplined teams as a Head of Delivery for brand portfolios across North America, South America, Europe and Asia.

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