By Larissa Faw
Amod Dani is switching from working directly with clients to working behind the scenes as the first global creative director at marketing and creative services company AffinityX.
AffinityX isn't an agency in the traditional sense. The company handles creative design and ad production for other companies that serve small and mid-size businesses (SMBs). For example, if a media company, like a newspaper or cable operator, sells website design services to small businesses, they'll employ AffinityX as a white label solution, with Affinity handling all of the direct communication and design work. Its work for Hearst Newspapers, which publishes 15 dailies and 34 weeklies, enabled the company to reduce its production staff by 50% and achieve more than 40% savings in the ad production process.