Anomaly : advertising & marketing assignments

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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 became global chairman in 2018, passing over the role of CEO to Karina Wilsher, previously COO. Co-founder Mike Byrne is chief creative officer. AdAge estimated global revenues of $142m in 2017, making it the 3rd biggest unit within MDC Partners behind 72&Sunny and CP&B. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Capsule checked 11th April 2018

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Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Recent stories from Adbrands Weekly Update:

Adbrands Social Media 31st Oct 2018: "Sheep Meeting". We're sheep aficionados at, so Anomaly's quirky campaign for new age shoe brand Allbirds was guaranteed a receptive audience here. These particular kicks are made from superfine merino wool, but the agency has another ad out featuring shoes made from trees (though some explanation of just how that can be would be welcome). It's a cute idea, suitably off-beat for what is clearly an unusually environmentally aware manufacturer.

Adbrands Weekly Update 10th May 2018: Ads of the Week: "Light Up The World Cup". Clearly the world's passenger aircraft will be out of action for the entire duration of the upcoming FIFA World Cup in order to allow personal drone deliveries of individual bottles of Budweiser to thirsty fans. Anomaly's new ad - apparently the biggest global campaign in Budweiser's history - looks great and it namechecks most of Budweiser's most valuable football-supporting markets. Hello, London, hello, Shanghai; hello, Lagos... But what a stupid concept. No offence, guys, but is that really the best you could come up with (or that the client would sign off)? It takes suspension of disbelief to a whole new level. Best not to think about it, just sit back and enjoy the ride. 

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! 

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