It’s no secret that many agencies have lost their way over the years. And the other uncomfortable truth for agencies is that very few business leaders or CEOs lie awake at night, planning to call their marketing agency first thing in the morning to solve an existential business crisis.
Unfortunately, the typical agency model suffers from Maslow’s law of the instrument: if your only tool is a hammer, every problem looks like a nail. More ads, more media, more social. At AFFINITY, we look beyond, identifying unrealised, untapped business potential and finding the most effective levers to create genuine value.
And yet, paradoxically, marketing remains the single biggest lever a business has to cut through competition and thrive. Recognising this disconnect, we at AFFINITY have consciously carved out a new identity, distancing ourselves from traditional agency roles that no longer serve the needs of modern businesses. The key need being finding a business’ potential and realising it. With guaranteed growth as a result.
That’s why we have redefined ourselves as a Growth Accelerator. This new positioning emphasises our dedication to not just supporting but actively driving our clients’ growth through strategic and creative offerings. This pivot is supported by our comprehensive service offerings, which span advisory, brand creativity, data & technology, CX, EX & CRM, and media.
We’ve refined this approach into a proven system we call 6DP, or the Six Dimensions of Potential. This framework allows us to quickly and effectively identify and leverage potential for substantial business impact. This isn’t just about marketing; it’s about having a profound, lasting effect on our clients’ bottom lines. And we know it works with our back catalogue of over 70 effectiveness awards.
Our journey very closely aligns with what Jim Collins describes as the ‘Hedgehog Principle’ —focusing intensely on one big thing we do best. For AFFINITY, that one thing is accelerating growth through realising a business’ potential.
And this potential is such an elusive quantity. So many business leaders sense the latent potential within their organisations but often struggle to pinpoint and actualise it. Through 6DP and other tools, we’ve cultivated the ability to see businesses not merely as they are but as they could be. This vision enables us to identify the quickest path to sustainable and impactful growth — a path that aligns with the ambitions of even the most demanding of CFOs.
As we continue in our redefined role, I am so incredibly excited to get the opportunity to work and collaborate with ambitious and like-minded partners who recognise the necessity of this change. I anticipate engaging in robust debates and fostering a healthy curiosity about our innovative approach. We’re tired of hearing that agencies are on the brink of extinction—we are here, actively making a difference.
At AFFINITY, we’re not just reacting to changes in the marketing landscape; we’re driving them. As we advance with our new positioning as a Growth Accelerator, we look forward to demonstrating how a focused, deeper and innovative approach can transform businesses. And that’s what we promise at AFFINITY — Potential Realised.
