The Architects of Influence is a strapline with grunt. Without it, Affinity would have to describe itself as a “tech-driven, integrated media & advertising agency, focused on creating personalised connections between people and brands.”

The Sydney agency could also describe itself as “thriving”.

It has just added another three big names to its client list.

Affinity has been appointed by Birch & Waite to manage strategy, creative and media across both its retail and professional divisions. It won the business in a pitch with STw’s EVO and The Armoury. The first work for the brand is due to be released in October.

It has been appointed by Johnson & Johnson Pacific to handle strategy and creative duties for Acuvue contact lens.

And it has been added to the agency roster for Panasonic.

The new business wins have meant that Affinity has also lured new talent for its media, business management and data teams and further appointments are being considered.

Luke Brown, chief executive officer at Affinity commented, “We’re thrilled with the wins of Birch & Waite, Johnson & Johnson and Panasonic. It’s on the back of momentum we’ve been building over the last year by setting up a leadership team right with a diverse range of skills across data, tech, strategy and creative. It’s an offering that’s definitely gaining traction for us so much so, we’re growing and hiring for five new roles at the moment.”

David Charles, general manager of Birch & Waite added, “Affinity used its tech and data skills to prove that they really understood our business challenges and could deliver our consumer on the path to purchase. But they also backed this up with some category breaking creative, a great mix really.”

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