We Are Affinity

A data-driven media, CX & advertising agency.

Creating brand affinity doesn’t happen in one step. It’s a courting process. A process we call Considered Purchase™. Establishing a personalised connection with people over a series of tailored interactions.

This may include a tech platform, a TV commercial or even inspire new product innovation. But with technology continually changing how people engage, you can be sure it’s always a deeply considered approach.

In fact, everything we do relies on data and the real-time information we unearth - because to change human behaviour, we must first understand it.

Fuelled by understanding, we shape these learnings into intelligent creative communications. Snowballing influence with every interaction we ultimately build brand affinity, the sum of every touch.

We Are Affinity

Work We've Engineered

Some of our Clients

Services to Blueprint & Build

  • Business Intelligence

    Business Intelligence

    Human Behaviour is at the heart of everything we do

    • Qualitative & quantitative research
    • Media attribution
    • Path to Purchase Modelling
    • Affinity Connect - real time data reporting and visualisation platforms
    • Analytics
  • Brand & Planning

    Brand & Planning

    Applied thinking and gameplans for brand affinity

    • New product development
    • Brand and corporate identity
    • Brand architecture
    • Brand launches & refresh
    • Lead generation & CRM
  • Digital


    Merging technology and creative solutions into real-world design

    • Digital Strategy
    • Website design & development
    • Advertising
    • Mobile
    • App development - all platforms
    • Enhanced customer experience deployment (NFC, iBeacon, Augmented Reality)
    • Business System Integration
    • eDetailing platforms
  • Advertising & Design

    Advertising & Design

    The Art of Engaging people with brands

    • Idea generation
    • Integrated campaign development
    • Logo design
    • B2B selling & relationship materials
  • Media


    Strategic media ideas can make all the difference to success

    • Media planning
    • Media buying
    • Digital buying - premium, exchange, retargeting
    • PPC / Search Engine Marketing
    • Campaign optimisation & reporting
  • Implementation


    Our committment to craft continues until the very end

    • Digital development
    • Production management
    • Broadcast production - TV, radio, video
    • Point of sale
    • Trade show and exhibition stands


Lead Architects of Influence

  • lukebrown

    Luke Brown / CEO

    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.

  • angelasmith

    Angela Smith / Head of Strategy

    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.

  • adamshar

    Adam Shar / Director of Media and Business Intelligence

    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.

Affinity in the News