AnalogFolk opens doors

New 'creative co-operative' vows to become a global company within five years.

The new start-up shop from the former DDB duo Bill Brock and Matt Dyke has opened its doors for business, with six partners each sharing an equal equity stake.

The agency, which is called AnalogFolk, plans to build consumer-facing "communications products" for clients using both traditional and digital forms of media.

Describing itself as a "creative co-operative", AnalogFolk will work alongside other agencies, as well as use freelance expertise and suppliers. The start-up already has a roster of suppliers in place.

Matt Hardisty, the former global creative director at Naked, is the sixth and final partner to join the agency.

The other partners are: Leo Moore, Diageo's former GB and Ireland media manager; Ed Ling, the former i-level strategy director; and Deirdre McGlashan, the former network director of Isobar global.

The main duties will be split between the partners. Hardisty will oversee the creative output; Dyke will be heading strategy; Brock will focus on technology; Ling will manage digital media and strategy; and Moore will be responsible for traditional media. McGlashan will head up production.

The agency has no fixed billing model in place. It is exploring a number of different options, including a sharing of equity, intellectual property and revenues with client companies. The agency, which is involved in first-stage talks with clients, has set itself a target of becoming a global company in the next five years. Brock and Dyke resigned from DDB last September. Brock was previously the managing director of Tribal DDB, while Dyke was DDB's head of planning.

- Perspective, p21.