Anomaly: Not Just another Ad Agency
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Case Code: BSTR341 Case Length: 11 Pages Period: 2004-2009 Pub Date: 2009 Teaching Note: Not Available |
Price: Rs.300 Organization: Anomaly Industry: Advertising Countries: US, UK Themes: Business Models, Growth Factor, Challenges |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Anomaly's Projects
Anomaly sought out clients that could help it enter new creative arenas. It said that it was not interested in garnering a large client list, but was more focused on providing long-term solutions to a select few. According to Vulkan, not all companies were right or ready to work with Anomaly. Clients needed to be brave and open-minded to implement the ideas provided by Anomaly, which could sometimes be quite ahead of their time...
Another Anomaly
In August 2007, Anomaly opened a second agency in New York called 'Another Anomaly' (AA), under the leadership of Duncan Bird (Bird). The new agency was a legally separate entity, even though it shared some business elements like IT support, etc. with Anomaly. According to Johnson, the two agencies were "one brand, two flavors", and AA's business model would be similar to Anomaly's...
New Projects
On how projects chosen for investment, Johnson said, "There are five criteria: we have to trust and like the people, completely believe in their product, honestly believe that our agency is what can make the difference, see a clear way to make money, and know that we have the manpower to do it. And in that order." In early 2008, Anomaly launched a women's shaving cream called EOS (the evolution of smooth) in collaboration with Target . Apart from being the part owner of the brand with a share in revenue, Anomaly also developed the product's marketing campaign...
Outlook
In early 2009, Anomaly opened an office in London - to take advantage of new opportunities with existing clients and to better execute some IP projects, according to Johnson. Paul Graham (Graham), Managing Partner of UK ad agency RKCR/Y&R's, digital arm Saint was appointed to head the agency. Its first two clients were Umbro, a sportswear and equipment supplier, and Converse. Graham said, "The truth is, everybody is out there looking for the next big idea that will make them money, and that is what Anomaly is going to be doing as well. We're going to be in a hundred different industries."...
Exhibits
Exhibit I: Fast Company's Most Innovative Companies of 2008
Exhibit II: All about the Awards
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