School Reports 2014: AnalogFolk


Score: 6  Last year: n/a

2013 was a year of growth for the small independent digital agency AnalogFolk. It moved into larger premises in London’s Clerkenwell and unveiled its second international office (after Sydney) in New York, headed by the strategy director, Daniel Bennett, and creative director, Jim Wood.

However, it was in the new-business arena where AnalogFolk really made its mark. The agency acquired a series of respectable clients and expanded its remit on the Pernod Ricard brand Malibu by securing the global digital account.

The shop followed this by winning a place on Sainsbury’s digital roster, landing the global digital account for Chivas Regal and picking up the UK integrated marketing business for the energy drink Rockstar. It was also added to the Government’s digital services framework.

On the other side of the ledger book, AnalogFolk lost the global digital account for Desperados, Heineken’s tequila-flavoured beer, to Work Club but remains the UK agency of record. It also resigned Rowse Honey.

The agency’s best work included a Christmas-themed digital campaign for Sainsbury’s, the Seat iPad Dealership Experience and the Man’s Guide to Manliness for Luksusowa vodka. AnalogFolk also created websites for Desperados, Dulux and Cuprinol. Its social team ensured that Dulux and Malibu were the first brands globally to use the Facebook hashtags when they were unveiled.

AnalogFolk welcomed Simon Richings as its executive creative director in April from Tribal DDB. This was an important appointment because it filled a position that had been vacant since Victor Sahate left for McCann Worldgroup in 2012 after just ten months in the role. Other notable hires included Alec Boere as the client services director from AKQA and Barney Voss as the head of production from Dare.

Overall, a solid performance.

How AnalogFolk rates itself: 7

AnalogFolk's year in a Tweet: A year in fast forward. Great new business wins, gorgeous new offices and the arrival of some super-talented new Folk. Ready for a big 2014.

Type of agency Interactive creative
Company ownership Independent
Key personnel Bill Brock founder and chief executive
Matt Dyke founder and strategy director
Matt Law managing director, London
Simon Richings executive creative director, London
Des Holmes creative technical director, London
Declared income £5.2m
Total accounts at year end 16
Accounts won 7 (biggest: n/s)
Accounts lost 2 (biggest: Desperados global)
Number of staff 72 (+53%)

Score key: 9 Outstanding  8 Excellent  7 Good  6 Satisfactory  5 Adequate  4 Below average  3 Poor  2 A year to forget  1 Survival in question

Footnote: *indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation.