Affinity has bolstered its creative capabilities with the appointment of new senior creative Fong Ong, who joins the agency after returning from a stint working abroad.

Ong's work as an art director has been recognised internationally, with her experience extending to roles at VMLY&R Sydney, BWM Dentsu, whiteGREY, Grey London and Havas Lemz in Amsterdam.

Fong's appointment comes under the creative leadership of Vaughan Townsend, the agency's first executive creative director. Hailing from Publicis' Razorfish, Townsend joined Affinity in October to head up the agency's creative output. His past experience includes roles at Ogilvy, TBWA and M&C Saatchi/Lida.

Townsend is known for his commitment to 'creativity with accuracy' and has a track record of producing measurable outcomes.

"There are a lot of incredibly talented creative leaders out there, but many are focused on more traditional outputs of creating ads. Our search was so long because we needed someone who intuitively understands business growth requires strong brand fundamentals. To get growth for business – by building mental availability and distinctive assets – you need strong creative leaders. We’re very excited about the creative leadership Vaughan has already demonstrated as well as the team he is carefully assembling to realise this vision," said Affinity chief executive officer, Angela Smith.

Townsend said that Affinity's independence and "strong track record in weaponising data for business growth" was an irresistible offering.

"Luke and Ange have worked hard to cultivate an incredible team of thinkers, but they have also recognised the need for creative fire power to make it sizzle. I am incredibly excited to build and lead a team to help realise their vision, through a creative approach that synergistically builds on the ground-breaking strategic thinking they’re known for. It’s clear to me that the only agencies that will thrive are those firmly focused on creating long-term value, not just ads.”

CEO of Affinity, Luke Brown, said Townsend's appointment signals the agency's clear commitment to building a strong creative product to match its strategic reputation.

"Vaughan has a clear remit to build and lead a world-class team of creative thinkers. And Vaughan’s appointment signals our clear commitment to building a strong creative product to match our strategic reputation," he said.