School Reports 2018
[Extended edition]


Type of agency & ownership:  Independent digital agency
Nielsen billings 2017: n/s
Declared income: n/s
Total accounts at year end: 38
Accounts won: 9 (biggest: Nando’s)
Accounts lost: 2 (biggest: Lucozade)
Number of staff: 195 (+26%)
Key personnel: Bill Brock, founder and chief executive; Matt Dyke, founder and chief strategy officer; Ete Davies, managing director; Simon Richings, executive creative director; Reeha Alder-Shah, managing partner
Star player: Miguel Alvarez, director of technology services

Year in review

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.

Agency's Year In A Tweet

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


Score this year: 7
Score last year: 7
How the agency scores itself: 8
Management strength: 8
Creativity: 7
Innovation: 8
New business: 7
Diversity: 9

Business performance and accounts

Gross income

Latest: £15.8m
Previous: £13.3m
Change: 19%

Operating profit

Latest: £1.7m
Previous: £2.7m
Change: -36.40%

List of total accounts Akzo Nobel - Cuprinol

Akzo Nobel - Dulux Retail & Dulux Trade

BT Group - BT

Costa - Costa UK




Sainsbury’s Bank

Unilever Food - PGtips

Unilever Food - Marmite

Unilever Food - Knorr Unilever Food - Pot Noodle

Unilever Food - Hellmann’s

Unilever Food - Colman’s

Unilever Food - Maille

Akzo Nobel - Polycell

BT Group - EE

Campo Viejo

Costa - Costa Express

Costa - Global




Mind Camden

Pepsico Unilever - Lipton Ice Tea

Pepsico Beverages - Pepsi, Pepsi Max & 7up

Pepsico Snacks - Walkers & Lays

Pernod Ricard - Plymouth Gin


Sainsbury’s Tu

Sony Computer Entertainment (Playstation)

Unilever Hair - Alberto Balsam

Unilever Hair - Toni & Guy

Unilever Hair - Tresemme

Unilever Hair - V05

Unilever Beauty - Baby Dove

Unilever Homecare - DIG / Omo

Top three spending accounts:


BT (n/s)

Unilever (n/s)

Number of retained accounts: 16
Number of accounts that are projects: 22
Biggest win: Nando's (n/s)
Biggest lost: Lucozade (n/s)



Haymarket award wins