About Us

Established in 2011, some of our clients have called us a 'grown up start up'. that is, the experience and expertise of an award winning creative agency, mixed with the entrepreneurialism and agility of a start up.

We quite like that.

Read on to discover a little bit more of our history, our beliefs, and our people.

Our history

Born in Sydney

AnalogFolk Australia was born, founded by CEO Matt Robinson. Launching with the global social media and digital account for [yellow tail] wine as our foundation client. We ran [yellow tail] social across 16 markets including Australia, Canada, Sweden, United Kingdom and many others, creating global content, launching market-first partnerships with Spotify, and developing strategy and amplification plans across all.

The Worlds first crowd-brewed beer

In 2012 we launched The Perfect Lager Project for Casella. Using innovative AI technology and a team of 2,000 influencers, we created the worlds first crowd-brewed beer, ARVO. ARVO was one of the biggest beer launches of the year and helped put Casella's beer business on the map.

Emerging Agency of the Year

After just 10 months in business, AnalogFolk Australia won Emerging Agency of the Year in B&T magazine.

We launched a dedicated Editorial unit

We were one of Australia's first creative agencies to set up a dedicated editorial unit, led by former journalists. This approach to casting brands as editorial businesses, remains core to our social and content approach to this day.

Rapid Innovation with FastFWD

We created and launched a new rapid innovation model called FastFWD. FastFWD is a scalable model for rapidly moving from brief to fully validated and business case ready prototype. It's been used successfully for sports and entertainment brands, consumer electronics, a big 4 bank in Australia and many more.

Winner - Best ROI at Australia's Influencer Awards

Our Rekorderland campaign for Rekorderlig Cider, featuring an AI DJ, and fields of digital fruit, won best ROI at the inaugural AIMCO influencer awards, once again demonstrating the effectiveness focus for our social media work.

Mumbrella and best place to work finalist

We were named a finalist at the AFR best places to work awards, as well as a finalist at the Mumbrella Awards for Culture.

APAC Gold Effie + Global Best of the Best finalist

Our social campaign for Hyundai 4 Second Reviews won a GOLD Effie in the APAC region, for the most effective work in the APAC region. It subsequently went on to be one of only 2 automotive campaigns globally, named a finalist at the 'Best of the Best' Effie awards

#2 Independent Agency on the Effies Index

With 9 finalists, and one GOLD in the previous few years, AnalogFolk Australia was named the #11 agency in Australia in the Effies Index, and the number 2 independent creative agency in Australia.

Campaign Asia - 3 x Agency of the Year Awards

We were thrilled to be named by Campaign Asia magazine as a 2021 winner across three categories ; Digital Agency of the Year, Social Agency of the Year, and Content Agency of the year.

AnalogFolk Australia becomes 100% independent

In March 2023, we become 100% independent and Australian owned, after a Management Buyout from the UK based parent company. We're only just beginning!


Effies finalists, in the last 3 years


Agency of the year awards


Staff portraits painted

Meet some key Folk.

Our aim is simple, hire a team of diverse, passionate people and then let them do their thing.
Matt Robinson
25+ years across media, creative, client-side and digital agencies. Forever fascinated by brands and technology. Dad of 3.
Kim Le Gras
Managing Partner
Ad agency leader, 15+ yrs in strategy & relationships. Driven to deliver smart, effective, and cost-efficient solutions. Can-do attitude with a gin, lime & soda in hand.
Ben Hourahine
Chief Strategy Officer / Partner
Strategy lead at AF. ex-Futures Editor at Leo Burnett, and Co-Chair of APG (2019-2021). Expert in brand communication, digital experiences, and the future of marketing.

Our locations

Sydney Office

Level 6, 2-12 Foveaux Street, Surry Hills, NSW, 2010

Across Australia & New Zealand

We work with clients across the region and beyond.

Let's work together

Interested in finding out more about how we can work together? Get in touch via the button below.