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
"If you look back historically large agencies used to produce highly entrepreneurial deals for their clients and invent properties and products. All these things are coming around again. These aren't new ideas, they're just things that perhaps fell out of vogue as agencies and clients grew bigger."
- Johnny Vulkan, Head of Innovation at Anomaly in 2008.
"Carl (Johnson) knows where the business is going. Everyone talks about change, but no one comes close to what Anomaly is doing. If he's right, then everyone will move toward it."
- Tom Carroll, President of TBWA Worldwide (TBWA) in 2007.
Introduction
In March 2009, Anomaly, an advertising and marketing company, launched a line of cosmetics called 'By Lauren Luke' in collaboration with Zorbit Resources Inc. (Zorbit) and Lauren Luke (Luke), a well-known beauty expert. Anomaly, Luke and Zorbit were shareholders in Soho Beauty LLC, the company which managed 'By Lauren Luke'. For this venture, Anomaly had been responsible for formulating the business strategy, category marketing, branding, audience strategy and communications.
One of the owners of Anomaly, Carl Johnson (Johnson) explained, "We conceived the business and now we manage the overall business. We work as the marketing director and general manager. We oversee everything from banking, Web and production to design." Anomaly was established in 2004 in New York by a group of experienced admen. The firm had an unconventional approach to business. Aside from developing marketing campaigns for clients, Anomaly also served as a venture capitalist/brand incubator who worked with clients or on its own to develop new products and build new brands.
It aspired to create Intellectual Property (IP) both for itself and its clients, which could be licensed to third parties for a fee. It did not follow the customary pricing by the hour system followed by most ad agencies, choosing instead to enter into customized compensation agreements with its clients. Anomaly also claimed to have a diverse skill set, as compared to other ad agencies, with specialists in areas ranging from product design to mobile technology, on its staff. Over the years, Anomaly had worked with well known companies like The Coca Cola Company (Coke), Virgin America Inc. (Virgin America) , etc., apart from several other small and upcoming companies...
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