Anomaly is the creative boutique established by former TBWA global COO Carl Johnson and five partners in 2004. Jointly headquartered in New York and London, it likes to describe itself as a "new model" agency. Advertising is just one of the disciplines practised by the company, which has also dabbled successfully in product design, public relations and numerous other fields. It also partners with several entrepreurial start-ups, offering advice and expertise in return for equity investments. Although it tended to focus for several years on smaller, often more offbeat brands, the agency moved into the big time at the end of 2009 with the capture of the European marketing account for Sony (until 2012). Other international clients have followed. Global Johnnie Walker was a major win at the end of 2014, and the agency has continued to scale up steadily with a string of major additional account gains. In 2016 it won all 14 new business pitches for which it competed, earning the title of Agency of the Year from AdAge. MDC Partners acquired a majority stake in the agency in 2011, and the agency opened an additional office in Amsterdam later the same year. Toronto followed in 2012, and then Shanghai from late 2013; and more recently Berlin and Los Angeles. It operates several satellite units including Hispanic agency Last Silo, launched in 2016. Johnson remains global CEO; Karina Wilsher is COO and co-founder Mike Byrne is chief creative officer. AdAge estimated global revenues of $120m in 2016, making it the 4th biggest unit within MDC Partners behind CP&B, 72&Sunny and KBS. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Capsule checked 11th April 2018
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 12th October 2017: Ads of the Week: "Welcome To Shetopia". Lots of great ideas and striking images in Anomaly's supposedly global - but clearly America-centric - campaign for Coty's nailcare brand Sally Hansen. It's certainly some kind of call to arms, but we're not sure that just having nice nails will be the key to women winning full equality to men. No disrespect to the ad, but it's in danger of trivialising what is arguably quite an important issue, especially in a week dominated by the sordid revelations surrounding Harvey Weinstein.
Adbrands Weekly Update 11th May 2017: Ads of the Week: "Captain Captain". This new European viral campaign for Diageo's Captain Morgan rum is not at all what you might have expected. Digital specialist VaynerMedia was responsible for the deliciously odd spot, under oversight from main creative agency Anomaly NY. Vayner's creative team have clearly supped deeply from the school of Monty Python and similarly absurdist British comedy. Adding to the surreality of it all is the appearance of various sporting celebrities in blink-and-you'd-miss-them cameos. These include two real Captain Morgans: Leicester City FC and Jamaica captain Wes Morgan and England cricket captain Eoin Morgan; plus former England football Captain Rio Ferdinand and Nacho Figueras, captain of the Black Watch polo team. Strange but lovely.
Adbrands Weekly Update 16th Feb 2017: Ads of the Week: "Wake Up The Silent Home". Here's a superb spot from Sonos wireless speakers from Anomaly NY. It's so very true: you need to stop staring at your phone or the telly, get some mates over and crank up the volume. We're always awed by the power of a great piece of music used strategically in an ad, and it's a pleasure to hear Thin Lizzy's classic Jailbreak again. Ah, Phil Lynott, you were truly a poet who went before your time!
Adbrands Weekly Update 2nd Feb 2017: Ads of the Week: "Born The Hard Way". Budweiser's Super Bowl spot is destined - entirely inadvertently - to ride the current wave of indignation over President Trump's US travel ban. It's been in planning for months, of course, long before the furore of the past week, but has been overtaken rather by events. The lavishly mounted spot from Anomaly New York depicts the life story of Adolphus Busch, the 19th century refugee from Germany who founded the quintessential American beer brand. OK, no Muslim he, but the tale reinforces for a mass Super Bowl audience the fact that America's heritage is as a country that has traditionally welcomed the huddled masses from elsewhere, not sought to bar them from entry.
Adbrands Weekly Update 15th Dec 2016: Ads of the Week: "Be Heard". Ah! The power of a well chosen music track! And some superstar endorsements. Anomaly's year-end global special for Beats By Dre assembles an all-star line-up of international athletes from just about every imaginable sport, too many to namecheck here, keeping time to White Stripes' classic Seven Nation Army. It's a veritable Nike of an ad, if you know what we mean; though bizarrely of course the product has nothing whatsoever to do with sport. Definitely some sort of call to arms.
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