TribalDDB's Matt Grogan and BWM's Matt Robinson will launch the Sydney office of digital agency AnalogFolk with foundation client Yellow Tail wines.
The Sydney office of the London-based digital agency will be AnalogFolk's first offering outside of the English capital. The office will officially be open for business from 1 November with six staff.
Casella Wines brand Yellow Tail will come on board as the foundation client, with AnalogFolk working on digital marketing strategy including web, mobile, retail and events. AnalogFolk has been appointed as the global digital agency for the brand.
Casella Wines marketing manager, Libby Nutt, said: "We are delighted to be working with the experienced team at AnalogFolk, who demonstrated a very strong grasp for the brand and our business ambitions. Their blend of strong strategic and creative thinking gave us the confidence that they haven't just delivered pitch winning ideas, but ones that will be commercially succesful."
Heading up AnalogFolk will be BWM planning director Matt Robinson as managing director and Tribal DDB creative director Matt Grogan as creative director. Robinson has previously worked at The White Agency, NetX and TBWA. Grogan has also put time in at The White Agency and NetX, as well as Euro RSCG.
Robinson said: "Digital seen through the lens of ones and zeros alone is becoming an increasingly irrelevant view, which is why the AnalogFolk mission of using digital to make the analog world better is exactly what we believe modern, progressive marketers are looking for from their agency."
Grogan's replacement at Tribal DDB has yet to be confirmed. Tribal DDB managing director Charles Ralling, said: "Matt Grogan joined the Tribal DDB ranks over two years ago and during that time has made a big impact on the strategic and creative output. We will certainly be sad to see him go but wish him all the best in setting up his own agency.
"Moving forward we are looking to bring in new creative leadership, helping us build on the success of the last few years including recently swooping the 2011 IAB Awards. With digital creativity at the heart of our business, our ambition is to attract the best digital talent and help us continue to push the boundaries."
Robinson's role at BWM has yet to be replaced either. Earlier today, BWM promoted Megan Hales to national planning director, however she is not a direct replacement for Robinson.
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