AnalogFolk Is Closing Its Portland Office and Placing More Emphasis on NYC and Other Markets

Carren O’Keefe lands as ecd in Amsterdam

Carren O’Keefe
The office mainly served Nike’s U.S. football account for which O’Keefe led creative. AnalogFolk
Headshot of Doug Zanger

Digitally focused indie agency AnalogFolk is closing its Portland, Ore., office, and one of its leaders, Carren O’Keefe, will relocate to Amsterdam as its executive creative director. The office mainly served Nike’s U.S. football account, handling the brand’s social media. At the end of last year, Nike took those functions in-house, and AnalogFolk had to lay off five people.

AnalogFolk will put more emphasis on its New York office in the U.S., which will now become a central hub for the agency. In addition to New York and Amsterdam, AnalogFolk has offices in London, Hong Kong, Shanghai and Sydney.

The agency has worked with Nike for more than a decade and, despite the loss of its duties in Portland, the brand remains an essential client across categories, including training, where AnalogFolk recently won a large piece of new business.

The New York office, which tripled in size in 2019, has been on a bit of a hot streak, winning new business from Essie, Michelob Ultra, Maybelline and Hyundai.

AnalogFolk’s Amsterdam office is relatively new. It opened in October 2019 and counts Johnnie Walker, Unilever, Nike, Tommy Hilfiger, Danone, Scotch & Soda and among its clients.

O’Keefe, an Adweek 2018 Creative 100 honoree, has enjoyed several wins in her tenure with the agency, most notably leading Nike’s first podcast, Trained, which reached the top spot in the Health and Fitness podcast category on iTunes shortly after it launched in July 2018. She also helped lead Nike’s 2019 Super Bowl stunt, AirDrop1, the brand’s first shoe drop using Apple’s AirDrop technology.

In addition to her work with Nike, O’Keefe led creative for the global launch of Hyundai’s first new car in years, the Venue, and teamed with Luna Bar for a program to promote equal pay. O’Keefe also works with the One Club’s Next Creative Leaders program that spotlights creative women on the rise.

“I’m excited to help expand AnalogFolk’s global footprint and continue to work with our clients to fulfill AnalogFolk’s mission of using digital to make the analog world better,” O’Keefe said in a statement. “Amsterdam is an incredible center of creativity, and I can’t wait to partner with progressive brands to push their categories, and our world, further. ”

AnalogFolk managing director Kris Smith said of O’Keefe that “her talent, energy and reputation for leading amazing work are huge assets to our current and future clients.”

“Since opening shop in October, we’ve doubled in size and welcomed Tommy Hilfiger as a client,” Smith said in a statement. “With Carren on board, we’re in a fantastic position to expand our capabilities and bring AnalogFolk’s unique mix of strategy, creative, data and technology to A-list brands.”

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.