How Analogue turned AI chaos into clarity
Analogue is a 19-person creative agency working across brand, experience, and innovation. Their client base includes ambitious brands and institutions, with a team that blends creative, strategic and operational roles – and includes a diverse range of learning styles and neurodiversity.
The challenge
Analogue's leadership found themselves facing challenges common to many agencies: how to navigate the AI landscape strategically and deliver more impact for clients – without compromising on the quality and creativity that define their work. The team had no shared understanding of how or where AI could support the business, were overwhelmed by the number of tools available, and levels of confidence varied widely across the team. Enterprise clients were already beginning to ask about Analogue's AI policy, adding further urgency.
“You don’t know what you don’t know. We needed to assess where we were – and get a clear plan.”
Oli Lee, Managing Director, Analogue
How Spark AI helped
Analogue partnered with Spark AI for a comprehensive AI Accelerator programme designed to build lasting capability across the agency. We started by mapping existing capabilities and identifying where AI could support creative, operational, and strategic workflows, then delivered practical, role-based training that reflected how the team actually worked – from research and ideation through to client delivery and governance.
The creative team moved from cautious experimentation to confidently using AI to accelerate their work – interrogating briefs more rigorously, exploring broader creative territories, and developing rich concepts faster.
The leadership team gained the strategic clarity they needed, using Spark's automation–augmentation–innovation model to prioritise opportunities, create AI policies that reflected client needs, and lead from the front.
What changed
AI stopped being something extra and became part of how Analogue naturally works. The agency created an AI use policy that outlines exactly where AI is and is not used, providing reassurance to enterprise clients with strict legal and compliance requirements. Even initially cautious team members felt more comfortable once they saw AI's direct application to real work, and the whole team developed shared language and confidence. Rather than getting distracted by every new tool, leadership now has a practical framework to help them prioritise what matters.
“We are now using AI as an everyday feature of this business, which is exactly what we wanted.”
Oli Lee, Managing Director, Analogue
The return on investment
Admin and internal processes improved significantly, covering Analogue's investment almost immediately. AI is now embedded in daily operations rather than bolted on, and client relationships have benefited from better conversations, clearer answers, and deeper trust.
“We’ve gone deeper, broader, and faster – and the quality of output has improved. Honestly, we probably made back the cost of the programme before it even finished.”
Oli Lee, Managing Director, Analogue
Could this work for your team?
Whether you lead an agency, brand team or consultancy, Spark AI helps you build capability where it matters.
Download the AI Accelerator Brochure or book a call to start your transformation.
