Independent digital creative agency AnalogFolk (AF) announced today the appointment of three new hires for the agency’s New York office: Michelle Choi, Associate Director, Data Strategy; Claudeland Louis, Associate Creative Director; and Sina Iranikhah, Senior Strategist. The hires come at a time of growth for the agency, which has recently added Hyundai to a client roster that already includes L’Oreal, Nike and Blink Fitness, and relocated to a larger office space in New York with an in-house production studio.
“2019 has been a great year for AnalogFolk and it has allowed us to continue growing our talented team,” said Kunal Muzumdar, Partner/Managing Director of AnalogFolk US. “We are incredibly excited about this new wave of hires, as they are already making a lasting impact on our work and culture.”
Michelle Choi, Associate Director, Data Strategy
A data-centered storyteller with experience growing brands through innovative strategy and analytics, Choi’s responsibilities at AF include delivering data strategy and marketing analytics solutions, as well as building personalization engine, app logic, data architecture and visualization. Reporting to Muzumdar, Choi will work across AF’s roster of clients, including Blink Fitness and L’Oreal.
Prior to AnalogFolk, Choi was an Associate Director of Marketing Science at Omnicom, where she led 360 strategy and measurement for Google’s most funded and high growth accounts in hardware and B2B categories. Before that, she spent time at Ogilvy as an Analytics & Insights Manager, where she was responsible for digital analytics and data management for advertisers including Showtime, Lenovo, American Express and E-Trade. Choi started her career as a planner for Macy’s.
Commenting on her role, Choi said: “The energy and ideas that come from the folks at AF are truly inspiring. I’m excited to bring strategic, analytical ideas and innovations that distinguish our clients from their digital competitors and help them connect to their consumers in meaningful ways.”
Claudeland Louis, Associate Creative Director
An art director/designer with a focus on digital design, Louis has been designing since he was on the robotics team in high school. Since then, he’s expanded his skills while working for different start-ups, agencies and platforms. As ACD at AnalogFolk, Louis is tasked with elevating the design and creative across all of AF’s clients including Blink Fitness and L’Oreal. He reports to Partner/ECD Jim Wood.
Prior to AnalogFolk, Louis was an ACD at Brooklyn-based Mustache, where he worked on brands like Netflix and Under Armour, creating fresh and inventive visual work. Louis also did a stint at NYC-based Ceros, an experiential content creation platform, and before that spent two years at global digital agency BORN as an art director.
He said, “I came to AnalogFolk because I wanted to become a better creative, and step one in that process is to surround myself with great creatives. The people here are inspiring and I’m excited to contribute cool sh!t to an already great agency.”
Sina Iranikhah, Senior Strategist
With experience spanning digital and experiential, Iranikhah leans into both to help brands think through problems in a multi-dimensional way. In his new role as senior strategist, Iranikhah is tasked with uncovering cultural insights, market trends and consumer habits that will help AF’s creative teams unlock white spaces to brainstorm against while ensuring ideas are rooted in strategic thinking. Working across AF’s roster of clients, including Blink Fitness and Nike Football, Iranikhah will report to New York Strategy Director Meg Murray.
Most recently, Iranikhah was a strategist at MKTG in Chicago where he helped create experiences for brands like Nike, Gatorade and Beats. Before that, he was a project manager at Publicis Sapient in Atlanta, leading local and international teams through agile project management including financial modeling and resource allocation. He started his career as a digital marketing planner at umano clothing in Athens, GA prior to graduating from the University of Georgia with a BBA in Marketing.
“I love how AnalogFolk approaches the work,” said Iranikhah. “The collective mentality of the team makes for true collaboration while also respecting each member’s expertise. With each conversation I’ve had, there was this feeling of fluidity and that everyone was working towards the same goal: creating incredible work and not being afraid of doing things differently in the process.