Analogfolk Australia becomes locally owned business in management buyout
Analogfolk Australia is set to become an independent, locally-owned business with CEO Matt Robinson and chief strategy officer Ben Hourahine staging a management buyout.
The acquisition sees the agency bosses take on local ownership of Analogfolk from UK parent company AnalogFolk Group Marketing and Technology after 11 years in the market.
(L-R) Analogfolk Australia chief strategy officer, Ben Hourahine , and CEO Matt Robinson
It joins the likes of McCann, 303 MullenLowe and Weber Shandwick as the latest agency to be bought out locally, after Ben Lilley 2020 bought out the local McCann brand from Interpublic Group (IPG). In 2021 IPG went on to sell 303 MullenLowe to New Zealand-based Attivo Group, before group managing director of Weber Shandwick and Jack Morton, Helen Graney, acquired the holdco’s majority share in the agencies in another management buyout.
Analogfolk will still have ties to the global group, but will have the independence to its own strategic vision, offerings and partnerships locally.
Robinson said the acquisition was a “brilliant step” for the Analogfolk brand in Australia.
“We are delighted to be moving forward as part of the global family, but with the freedom to operate with independence where and when we need to. Our focus on driving great work and great results for our clients will remain the number one priority as always and this simply allows us to push even harder to that end.”
Hourahine added: “Matt and I are incredibly passionate about this agency and to take that one step further into outright ownership is a dream come true. We have wonderful clients and a fantastic team. We’re both incredibly proud to be leading the next era for AnalogFolk Australia.”
As part of the acquisition, the agency leaders have taken on expanded roles, with Robinson stepping into the CEO role after holding onto the managing director title for 11 years after launching Analogfolk’s Australia in 2011. Hourahine will become chief strategy officer following seven years with the agency as strategy partner.
AnalogFolk’s current clients include Bayer, TAL, Proximo Spirits, Pet Circle, Rokt, Curtin University and BWX (Nourished Life).
Last year, the agency’s executive creative director, Richard Morgan, exited Analogfolk after three and a half years. The creative leadership of the agency was taken on by Naomi Martin and Catherine Tubb, who were elevated from associate creative directors to joint-creative directors.
Global CEO of AnalogFolk Group Marketing and Technology, Guy Wieynk, wished the Analogfolk Australia team the best, adding that the global group would “remain committed to supporting them in every way that we can.”
The indie pool continues to grow in the Australian market, as agency leaders breakaway from the holding groups to start out on their own. Recently launched indies include Jaime’s Leggett’s Today the Brave and James Neale’s Activation Union, with recently departed CHEP CEO Justin Hind’s new agency launch also imminent.
Go AF! Good luck.
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