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, streamlining processes and delivering more impact for their clients – without compromising on the quality and creativity that define their work.
Unclear AI starting point: The team had no shared understanding of how or where AI could support their business
Tool overload: They were overwhelmed by the number of AI tools available and unsure where to invest their time and focus.
Time vs value: Without guaranteed return on investment, shutting down the studio to get everyone trained up felt risky
Team readiness: Levels of experience, learning preferences and confidence with AI varied across the team
Client governance questions: Enterprise clients were already beginning to ask about Analogue’s AI policy and creative usage
“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 AI capability across their agency. Our role was to bring structure and confidence to what felt like an overwhelming landscape.
We started by mapping Analogue's existing capabilities and identifying where AI could support creative, operational, and strategic workflows. With that baseline in place, we delivered practical, role-based training that reflected how the team actually worked – from research and ideation through to client delivery and governance.
The results were immediate. 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 – without compromising on originality or quality.
The leadership team gained the strategic clarity they needed to advance the business’s direction. Using our automation–augmentation–innovation model, they prioritised opportunities, created AI policies that reflected client needs, and were able to lead from the front without fear.
AI stopped being something extra and became part of how Analogue naturally works. It's now embedded in their thinking, their creative process, and their growth strategy.
What changed
New creative workflows: AI now underpins the agency’s research and ideation process, helping teams generate stronger briefs, uncover deeper insights, and produce more focused concepts faster. This allows creative and strategic team members to explore more directions and arrive at higher quality outcomes with real efficiency.
Clear governance: With support from Spark, Analogue created an AI use policy that outlines exactly where AI is and is not used in their process. This provided reassurance to their enterprise clients, many of whom have strict legal and compliance requirements.
Confident, capable team: Even initially cautious team members felt more comfortable adopting AI tools once they saw their direct application to real work. The training respected different learning styles, and the collaborative exercises helped the whole team gain confidence and shared language.
Strategic framing: Rather than getting distracted by every new AI feature or tool, leadership now has a practical framework – applied across leadership, strategy, and creativity – to help them prioritise what matters.
“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
The return on investment
Operational efficiency: Admin and internal processes improved significantly – covering Analogue’s investment almost immediately
Cultural shift: AI is now part of how the agency works – a practical tool embedded in the agency’s daily operations, not a bolt-on
Client engagement: Better conversations, clearer answers, and deeper trust with enterprise clients
The impact
Analogue didn’t just adopt a few tools – they built capability. Their team has moved from AI overwhelm to confident, practical use, embedded across creative, strategic and operational workflows. They’re positioned to lead, not react.
Their advice to others
“Don’t underestimate the work – but don’t delay either. Spark AI helped us go further, faster, and with clarity we couldn’t have built alone.”
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.
