AnalogFolk launches in Sydney with Yellow Tail as founding client



BWM planning director Matt Robinson and Tribal DDB creative director Matt Grogan are leaving their posts to launch the Sydney office of UK digital agency AnalogFolk.

The agency, which is the first international office of the independent digital shop, launches with Yellow Tail Wine as its founding client, winning the business from Amnesia Razorfish.

AnalogFolk Austraila opens for business on 1 November. The agency is recruiting, with a communities manager and a creative at the top of the wish list.

AnalogFolk was founded in 2008 by former Tribal DDB London managing director Bill Brock and ex-DDB London planning director Matt Dyke.

Explaining the meaning behind the agency’s name, Robinson said: “In digital, there’s so much talk about technology. But human beings are analog. We see our role as joining the digital and real worlds together.”

He added: “Digital seen through the lens of ones and zeros alone is becoming an increasingly irrelevant view, which is why the AnalogFolk mission of using digital to make the analog world better is exactly what we believe modern, progressive marketers are looking for from their agency.”

Grogan and Robinson worked together previously at The White Agency. Grogan spent more than six and a half years there as ECD and almost two years at Tribal DDB, where he was behind ‘Making Tracks’ for Tourism Australia.

Robinson’s career includes stints at GPY&R,, NetX and TBWA in Sydney and London. He also worked client side for Royal Mail and began his career as a media planner buyer at MediaCom.


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