Anomaly: Not Just another Ad Agency

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Case Details:

Case Code : BSTR341
Case Length : 11 Pages
Period : 2004-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Anomaly
Industry : Advertising
Countries : US, UK

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"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."1

- 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."2

- Tom Carroll, President of TBWA Worldwide (TBWA)3 in 2007.


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)4 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.

Anomaly: Not Just another Ad Agency - Next Page>>

1] Ed White, "Designed to Thrill,", June 1, 2008.
2] Ron Baker, "Anomaly Is the Antithesis of Average Ad Agency,", February 15, 2007.
3] TBWA is a unit of the world's largest advertising agency holding company, Omnicom Group. Founded in Paris in 1970, it had a presence in several countries and was headquartered in New York.
4] Zorbit, founded in 2003, designed and manufactured various products for the beauty and personal care industries. It had a presence in several countries across the world and its clients included Victoria's Secret Beauty, etc.

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