Matt Hardisty has been a long friend and supporter of PSFK. He recently set up a new company in London that creates ‘Communication Products’. We asked him about his work and how London was stimulating his work and play.

Matt, You recently launched a new agency called AnalogFolk. What’s the idea behind it and how’s it been?

The idea behind AnalogFolk is about approaching marketing communications through the lens of product development, resulting in what we are calling ‘Communications Products’. Set against a backdrop of an evolving consumer and media landscape, we felt that brands need to develop longer-term communications properties that could potentially generate incremental revenue in their own right. So we opened up shop to create compelling properties for brands that people will seek out, use, play with, share and even pay for.

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