AFFINITY's New ECD on Championing Courageous Creativity

Vaughan Townsend never intended to get into advertising. Pursuing veterinary studies in his native South Africa from an early age, a fateful cycling tour around Europe found him in London surrounded by the glow of Soho, where his creative spark was ignited.

 

Returning to his native South Africa, he returned to his studies. Albeit this time in a different direction, acquiring the skills and knowledge that would eventually land him a job at storied Johannesburg agency, The Jupiter Drawing Room. Vaughan distinctly remembers getting thrown into the deep end, with his first brief spanning everything from package design to TVCs.  

 

This proved to be an abrupt education that led him back to London, this time to work at some of the world’s most commended agencies including Publicis, Ogilvy, TBWA, and M&C Saatchi/LIDA. Vaughan’s next move was Down Under to help lead digital agency Razorfish as ECD, before finally landing at AFFINITY; one of Australia’s most respected independent agencies.  

 

Describing themselves as a ‘Full-service Growth Accelerator,’ Vaughan was attracted by their ability to see businesses not as they are, but as what they could be. With capabilities spanning advisory, through to CX and CRM, media, data and technology, he knew he’d found his new home where he could champion creative excellence that would make a real difference to clients.  

 

“There’s a problem with the creative narrative of late, there hasn’t been enough courage in the creative world,” he said when speaking on the decision to join AFFINITY. Vaughan went on to explain what he believes that the industry is currently facing, describing the disjointed nature of the industry and how it can be detrimental to creativity.  

 

AFFINITY has a unique standing among the industry. “They think of strategy first and use it to arrive at fresh business solutions. It’s refreshing to see a full-service model working in a way that’s truly fit for modern business,” he said.  

 

“I think as creatives, you want a place that will support interesting business solutions, rather than tired brand ads. How do you keep brand in the whole story, as opposed to it living solely in broadcast comms. The brand should come to life in all aspects,” he said. 

 

Vaughan elaborated on the huge ambitions that can be found at AFFINITY. “They’ve hidden their light under a bushel,” he said.  

 

AFFINITY have always offered a strong strategic and performance media offering and according to Vaughan have been seen as dabbling in the creative side.  

 

This is where Vaughan steps in as ECD. Vaughan is embedded in the strategic process and has been offering leadership and guidance as AFFINITY continues on the journey of rediscovering their creative offering.  

 

“AFFINITY can take calculated risks thanks to its independence. Exposure is smaller, you can afford to pivot quickly. It’s refreshing to be in a meeting with all the decision makers and make the decision there and then, and that’s the end of the conversation.”