About

We found our Potential in the music capital of the world

The AFFINITY you see today began with an epiphany in Austin, Texas in 2012 at SXSW. It was there that we had a glimpse into the future. Back then, others were dreaming of managing communities online. We saw the seismic future potential of data and decided to do something about it.

Luke and Angela from AFFINITY and the SXSW festival in Austin, Texas

Our story

In 2012 we were quite alone in how we viewed the advertising landscape. And the role agencies could have in a clients’ growth and success.

At the time we were one of just two companies in Australia looking for a data scientist. And neither of them was an ad agency. So, we weren’t just ahead of the curve, we effectively created it.

With our pioneering work for Narellan Pools and then subsequently for so many others, we weaponised data to deliver outstanding incremental profit growth. So much so, that we’ve been recognised as Australia’s most effective specialist agency over four years (WARC Effective 100 Index).

But we’re so much more than the sum of our data. We have created an environment and a team that fosters extraordinary thinking that drives measurable growth. Creatives, strategists, scientists all. We are united in our love for problem solving, brand, technology and beauty coming together to create genuine business growth.

The Affinity Story

2002

Officially opened our doors in our original location in Sydney’s inner-west on Flood St, Leichhardt.

2012

Hired our first Data Scientist, a significant pivot from the rest of the industry. (At the time, the only other Data Scientist in the country worked at the CSIRO.)

2016

Ground-breaking work for Narellan Pools released, reduced media spends by 30% whilst increasing sales 23%. Subsequently acknowledged as the world’s best data-driven campaign, and written up in multiple marketing & business texts. Australia’s first ever Gold winner at the UK’s IPA Effectiveness Awards

2018

Produced the world’s first real-time cough predictor for kids’ cough remedy, Prospan, then developed an algorithm to only turn on programmatic media suburb by suburb when the right conditions were met. Winner IPA President’s Prize for Best Use of Tech, Data & AI

2021

Appointed by Bridgestone to lead a business transformation including defining a world first new product innovation, improving their CX and architecting their enterprise technology.

2022

Appointed by Lion to elevate the digital experience across 23 brands through creative and social campaigns, transformation of their entire digital infrastructure including new martech implementation

2023

AFFINITY Ventures launched. Awarded the outsourced marketing and creative remit for Pump Haircare.

2024

Awarded the outsourced marketing and creative remit for ActewAGL

We prize growth. And the thinking that goes into realising it.

The power of human thought is something that sets AFFINITY apart. It’s also central to how we structured our business. That’s why we have a team of strategists instead of a team of suits.
So, we’re having strategic growth conversations from day one, continuing through every day that we work on growing our clients’ businesses.

The company we keep. Our partnerships and associations.

Potential Realised

Are you ready to realise your potential? Whether you want to put your brand, or your career, on the path to growth we should chat.
Call AFFINITY’s CEO, Luke Brown, on + 61 2 8354 4400.

Let's talk