AnalogFolk makes sets up editorial unit as a push into content



AnalogFolk is continuing its hiring spree appointing former  and Oyster Magazine managing editor Suz Tucker to oversee a new four-strong editorial unit.

The agency, traditionally known for its digital prowess, is looking to expand into the burgeoning content space as part of a global push for the independent network.

Managing director Matt Robinson told Mumbrella the newly established team will be responsible for creating an editorial vision for brands, creating, curating and commissioning content, working across clients including  Freedom Foods and HotelClub.

“Suz brings a whole new dimension of creativity to our business, and will help our clients shift towards an always-on model for building their brands,”  Robinson added.

“For us this is about deliberately shifting away from moderation and community management, which we believe often sits best inside a client organisation. Instead we are focusing on where we can create more value – brilliant comms strategy and great ideas, but delivered through a newsroom model and at speed.”

Last month the agency poached creative technologist James Bush from M&C Saatchi, as it looks to build up its capabilities in that sphere.

Tucker spent three years as managing editor of Pedestrian Group, leaving in March this year for a four month stint as managing editor of Oyster Magazine, and a spell freelancing with the ARC Factory as a digital content strategist.

In a statement she said: “Introducing a publishing model in-house will create fantastic opportunities to create compelling, premium content for the entire client base. It’s genuinely exciting to be part of.”

Alex Hayes


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