Abstract

The case deals with Anomaly, a unique organization that claimed it was not “just an [advertising] agency, an incubator or a brand-strategy shop...’ but all of these. It describes Anomaly’s business model, including the kind of solutions it provided to clients, the manner in which it earned revenues, and its emphasis on creating Intellectual Property (IP). The case also discusses some of the different projects undertaken by Anomaly, and concludes with some information about its latest ventures and a brief overview of its future.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Identify the forces that are changing the traditional advertising model in today's economic environment.
• Understand the structure and practices of an innovative firm that is attempting to adapt to the new realities in advertising.

Keywords

Advertising Agency, Intellectual Property (IP), brand incubator, Innovative Companies, ShopText, Anomaly, i/denti/tee, Lauren Luke