After over a decade of integrated comms and media experience with some of the industry’s top multinationals, Luke uncovered a need for a very different type of agency, one which could benefit all brands. And so Affinity was born. Since its launch, Luke and his team have worked tirelessly to create an ethos and environment that defies the ‘traditional’ agency model. With data analysis at its core, the tech-driven media and ad agency creates personalised connections between people and brands to produce affinity. And the results speak for themselves.

Luke is creator, co-owner and the driving force behind Affinity - the Architects of Influence. Over the course of his career, Luke has provided brand and communication solutions for names such as Procter & Gamble, Southcorp, MSD, Woolworths, Fairfax and Dell. During this time, Luke has garnered an impressive list of awards including the Media Federation Award for Best One Off and Best Use of Small Budget, AJP Campaign of the Year, an AFA Effectiveness Award, the YouTube Charity Award, along with recognition at AIMIA and the Webbys.

Angela’s infinite thirst for knowledge began back at her university days. After completing a Bachelor of Science with Honours in Pharmacology, she continued on yet another intriguing path to finish a law degree. Angela then practiced as a lawyer for a number of years before deciding to divert her impressive skillset once again by pursuing a career in advertising. Fuelled by a nerdy fascination with human behavior, Angela is driven to discover what makes people tick. This approach, combined with a complex understanding of business needs, translates into powerful creative work based on inspirational, well-informed insights.

In 2003 Angela joined forces with Luke as a key player at Affinity. Bringing a refreshing alternative to traditional agency thinking, she has helped the agency come a long way. Put simply, she’s become the guiding strategic light to Affinity and a key influencer to its clients. In fact, over the years Angela has played a vital strategic role in many brands including the Commonwealth Bank, Schering-Plough Animal Health, Astra Zeneca, MSD, Roche, Aventis, Bayer, One Steel, Toshiba, NT Tourist Commission, Lend Lease, Pilot, ORIX Australia, Amway and Johnson & Johnson to name a few.

Throughout Marcus’ many successful years as a copywriter and creative director, a firm embrace on change has continually inspired his passion for invention, storytelling and personalised connections. Advances in technology and data-driven communications have allowed creativity to enter an exciting new era. And for Marcus, combining traditional insight focused principles with the ever-evolving language of digital is his real secret weapon for capturing people’s attention.

Possessing a wealth of experience across some of the world’s most famous brands such as Audi, American Express, Qantas and Coca Cola, Marcus has benefited from many years at large integrated agencies such as DDB and Ogilvy – both in Sydney and New York. He’s also focused much of his time with more specialised digital shops such as AnalogFolk, DT Digital and Reborn. Now complimented with a raft of shiny awards, from local Effies to Lions from Cannes, he leads as Creative Director for Affinity, working across all channels as an ‘Architect of Influence’ to create the next big thing.

Cheyne is a brand builder with the art of strategy imbedded deeply within everything he delivers. Multi-skilled with over a decade of senior industry experience, Cheyne has worked across just about every category you could imagine; alcohol, consumer electronics, government, healthcare, pharmaceutical, FMCG and beauty to name a few. Beginning his career in a high tempo shopper marketing agency, Cheyne learnt the intricate art of customer behaviour and highly targeted personalised messaging. A unique set of skills, which has since become a powerful asset when shifting his talents to larger, more integrated agencies.

His branding prowess and flawless attention to detail has help shape multi-award winning campaigns for a diverse collection of world famous brands including the likes of Smirnoff, Unilever, Canon, Johnnie Walker, Healthdirect Australia, Woolworths and Nivea. And if it’s not the best work, it’s not good enough for Cheyne. His passion for excellence keeps not only his team, but all of his clients, performing at their absolute best. Now a key ‘Architect of Influence’ for Affinity, Cheyne is a driving force behind the agency as a whole and the engaging work it is now renowned for.

Adam made the switch to adland from a background in business process and technology with a desire to apply his extensive knowledge to integrated marketing. A self-proclaimed digi geek, Adam is passionate about how data can give us a direct window into how people behave. He understands that translating data into innovative creative strategies, delivering quantifiable results, is the most important driver of business success in the digital age.

Adam and his team are key to understanding a client’s landscape before shaping the pathway to a brand. Collaborating to produce deep analytical insights, his process allows the Affinity team to construct the broadest brand campaign to the sharpest, most personalised connection. Adam has produced technological and strategic work for brands that include: Australian State and Federal Governments, Westpac, IAG, MSD, St. George, Mundipharma, Sony Pictures, Universal Music and many more.