Anomaly: Agency of the year

“Anomaly” was nominated as the agency of the year in the List 2017 made by “Ad age”. The article explains how Anomaly became one of the most successful ad agency in 2017. The agency started with 14 for 14 successful pitches. Their earnings exceeded 44% including new clients such as Apple’s Beats by Dre, Campbell Soup Co, Sonos, Coty and Coca Cola. Also, they were hired to control communication to bring sponsors for 2018 World Cup. Anomaly secured first place by making smart investments, strategies and approaches to new culture.

Anomaly invested in Hmbldt and this settled the base of their business in addition to the program “Apollo,” where they collected and analyzed data to make creative strategy. Most importantly, Anomaly reached their business to the Hispanic Market. Many agencies tried to launch their ads in Latin America, but what made Anomaly special was that they did not focus on money, rather they concentrated on the “ability to speak to everybody in this country equally, relevantly and credibly” (Ad age, line 2, page 7).

Their campaign “Keep walking America” and “This Land Is Your Land” raised the voice for all the ethnic groups which was timed with Election day. By reading the article, I could see the importance of the message and the approach for their creative strategies. According to James Thompson, chief marketing and innovation officer for Diageo North America, “Anomaly understands what our brands stand for and they know how to get the message into culture in a way that brings meaning to people and gets business results” (Ad age, line 15, pg. 7). The way Anomaly approached culture and their message were the main reasons of their success.

The reason why I am showing this is because people who are studying advertisements can take "Anomaly" as example. It is hard to be successful while working at the ad agency, but it does not mean that it is impossible to be succesful.