Affinity has appointed former Mumbrella and Trade Desk journalist Emma Shepherd as the full-service marketing agency's new Communications Director.

In her new role, Shepherd will lead thought leadership efforts, serve as a ghostwriter for the company’s website, and oversee the production of the OutThink newsletter. Additionally, she will drive other outreach programs to amplify AFFINITY’s brand presence, including all PR and social media engagement on platforms such as LinkedIn, Instagram, and X.

"We kept hearing we were flying too far below the radar, so we decided to take a dose of our own medicine and invest in raising our profile by hiring one of the best. Emma has already made an important impact on how we present ourselves to the world," said Chief Brand Officer at AFFINITY, Angela Smith.

“As independent thinkers in the industry, we’ve pioneered numerous approaches to market, but we haven't really told anyone about it. Well, that’s all about to change, and we’re loving practising what we preach. One of our secrets to success is our data-driven approach that has been at the core of these innovations, enabling us to deliver measurable results for our clients,” said Smith. “There’s been so many accomplishments to celebrate, I think we’re all guilty at times of being the expert plumber with the leaky tap. But as we continue to grow our offering thanks to new team members of the calibre of Vaughan Townsend, ECD, and Gavin Sommer, having the talent of Emma on our team is the icing on the cake to get the good news out there...With over 70 effectiveness awards in the past six years, not including another IPA Effie that’s due to land in October, we owe it to our amazing team and clients to ensure their hard work is consistently out there on a bigger stage."

During Shepherd's time at The Trade Desk, she played a pivotal role in shaping the company’s editorial strategy across the APAC region. Her tenure at Mumbrella further solidified her expertise in content creation and analysis in the media and marketing industry.

"I am thrilled to join AFFINITY and contribute to its mission of accelerating growth for ambitious brands. I look forward to leveraging my experience in editorial content and communications to elevate AFFINITY’s profile, drive thought leadership, and build meaningful connections within the industry," Shepherd said.