We believe that agencies should have skin in the game and share in the risk.” This is quite unusual. “We understand risk and we understand what’s at stake better. “Thinking as businessmen and acting as clients made us a better agency”, Johnson says. The agency even won an Effie for it, but ironically in an identity bending twist, as a marketer, not as the agency. Anomaly developed the concept and incubated it. Last year it initiated a line of beauty products called Eos that’s about to launch. Anomaly is promoting their recipe book from the show, and the agency’s own kitchen is used to video tape every show’s closing-segment.Īnomaly’s diverse staff of advertising people, technologists, and designers, is as adept at product development as it is with creating brand communication. It invested in and co-created, with renowned chef Eric Ripert of four-stars seafood restaurant Le Bernardin, the PBS show Avec Eric, which won two Emmy awards. Remember: evolution and natural selection are not only for Charles Darwin and animals, but corporations as well.Indeed, Anomaly is as well known for its business ventures as it is for its advertising.
#Anomaly agency plus
Now, having covered all of that, what are the key takeaways for your business?Ĭonsider using a straight fee plus bonus-style structure for your billing process. They staked a small firm named Eos early, and developed a brand extension into lip balm with all-new packaging and flavors. The trick is, then, to find the unpolished gem that will make you forget about all the previous botched forays.Īnomaly found it, in the unlikely space of women’s shaving cream. However, they also understand that nearly all new innovation fails. Evidence: they tried (and failed) to create a mobile payment system to rival Apple Pay and Google Wallet, while simultaneously enduring a partnership with an early YouTube star. The approach they have to intellectual property is one of their key differentiators. Hallelujah!Īnomaly understands that innovation is key to evolution and an important part of the business cycle. What a concept, eh? Simplifying out-of-date billing practices and increasing efficacy metrics. They do not bill for time they simply charge a fee to work on a problem and take a bonus if the client agrees they have assuaged their business pain.
That can be in communications, media, marketing tactics and campaigns, or none of the above. Most importantly, their competitive advantage is about a back-to-the-basics approach: solving clients’ business problems using whatever means they can. There are myriad ways in which Anomaly is different from the status quo. Anomaly: The Differenceīorrowing from Joe Shepter’s article in Communication Arts Design Annual 56, titled Anomaly: The Agency Model, Rebooted, we find Carl Johnson, founding partner and former traditional ad man offering, “We want to be the most premium priced agency you ever hire, and the best value you’ve ever had.” This showcased the multiculturalism, creativity, and eclectic personalities of customers. Or perhaps you know the print ads featuring Converse’s Chuck Taylor shoes covered in graffiti thrown against a white canvas. I know I’ll never forget the puppy who forged a lifelong friendship with a Budweiser Clydesdale.
You may recognize Anomaly’s work from the “Puppy Love” and “Lost Dog” spots that tugged at your heartstrings during the prior two Super Bowls. So is the new path to the work we all want “anti?” Let’s have a closer look. Their work with Budweiser, Manchester City FC of the English Premier League, and Chuck Taylor pushed them deeply into the athletics, alcohol, and apparel sectors-places more traditional agencies would love to be. Is the approach to running a successful advertising agency “anti” everything you’ve thought previously?Īnomaly, an “anti” ad agency that began in 2002 with the humble goal of solving their clients’ business problems, now has a reach that spans the globe.
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