Media Release: 7 September. 2011
Affinity Adds Further Depth To Digital Smarts
Hot on the heels of winning new business from Heinz Wattie’s and the Fred Hollows Foundation, Affinity ID has boosted its senior ranks with Social Media Strategist Anthony Gardiner and Senior Account Director Chris Macdonald.
The duo come onboard at a time of expansion for the 2011 Direct & Interactive Agency of the Year with significant growth within existing account portfolios as well as a flurry of new account wins.
Affinity’s reputation for delivering strong return on investment in one to one marketing is proving especially relevant as Kiwi businesses realise the need to nurture existing customers as well as attract new ones in a tight market.
Affinity’s General Manager Marketing Services Dave Mansfield says the two new hires will add extra grunt to an expanding client strategy team.
“As well as recent new wins with Les Mills International, PQ Blackwell Publishing, Trends Publishing and Fred Hollows, we’re also expanding our brand portfolios with clients such as Heinz Wattie’s where we’ve now moved into the pet food category from our earlier work with Food In A Minute,” he said. “It’s an exciting time and it’s great to bring onboard new talent to support that growth.”
As a digital and experiential specialist, Chris Macdonald has held senior account management and strategy roles with Saatchi & Saatchi (Digital Director), Saatchi & Saatchi Interactive (Account Director) and Tribal DDB.
Anthony Gardiner is a former social media manager for the NZ Army and Skinny Marketing where his work included mobilising the Twitter community for the Rugby World Cup. At Affinity, he will oversee social media planning, implementation, insights and reporting.
Affinity co-founder Geoff Cooper admits finding senior account management for Affinity’s business model isn’t easy. “Our client service people, if you could call them that, aren’t conventional suits. They’re digital planners, strategists and problem solvers who bring far more value to the table than conventional ad agency admin suits who just keep the wheels turning.
“Our flat structure here focuses on delivering results rather than replicating formal ad-land hierarchies. This reality means our senior staff are an eclectic mix and real team players. They come from a diverse range of backgrounds. It’s that richness of experience - across a whole raft of previous business lives – that adds real insight to our work.”
To further support current growth Affinity has also recruited Dan Gannaway, who comes onboard as Account Manager, returning home to New Zealand after working in sales roles with US liquor clients. Andrew Tapper is another new face at Affinity, joining as Account Executive, after completing his business degree at AUT.
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